Example: A phrase match negative keyword for “wine glasses” will prevent your ads from showing up when someone searches for any phrase that contains “wine glasses,” including variations like “cheap wine glasses.”.Phrase match: When you use a phrase match negative keyword, you’ll block your ad from appearing for any search query that contains the keyword.Example: An exact match negative keyword for “wine glasses” will prevent your ads from showing up when someone searches for “wine glasses,” but not when someone searches “cheap wine glasses.”.Exact match: With an exact match negative keyword, you’ll exclude search terms that are identical to the keyword.Google Ads gives you three different match types you can use for your negative keywords: If someone who searches for one of these nonrelevant terms sees one of your ads and clicks on it (perhaps because they don’t realize it’s for the wrong type of glasses), you’ll have to pay for that click, and there’s almost no chance it will bring you a customer. However, without negative keywords, your ads are now likely to show up when people perform unrelated searches that use the word “glasses,” like searches for cocktail glasses and wine glasses. You know many people refer to your products as simply “glasses” instead of “eyeglasses,” so your ads contain lots of instances of the word “glasses.” Imagine you’re an optometrist who sells eyeglasses. On their help page for negative keywords, Google has a perfect example for why these keywords are so important when creating search ads. How are negative keywords different from other keywords? Negative keywords can help advertisers better target their ads by cutting down on irrelevant clicks, which can save an enormous amount of money in the long run. When your ads start ranking for the wrong keywords, your campaigns can receive a large number of irrelevant clicks, which will waste time and money and destroy your ROI (return on investment).įortunately, Google is aware of this problem, and they’ve provided negative keywords as a solution within their Google Ads (formerly Google AdWords) PPC platform. PPC works when your ads appear to potential customers or clients who are searching for highly relevant and desirable potential keywords. Pay-per-click (PPC) advertising can be an incredibly powerful tool, but only when it’s executed in a highly targeted manner.
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