When discussing negative keywords, it can be useful to call regular keywords positive keywords to signify the difference between keywords that trigger your ad and their negative counterparts that keep your ad from showing.
When using both negative and positive keywords together , you should first , determine when you want your ad to show, and if there are specific variations when you do not want your ad to be displayed. Once you have determined those conditions, it becomes easy to choose the proper negative keywords and respective match types.
For example, let us create a fictional company that sells Disney videos. After running their ads for a while, they realize that when a searcher just types in "Disney video" their conversion rates are low and they are not profitable on those keywords.
However, upon further investigation, the company realizes that if the searcher types in anything with the keyword "Disney video", they convert quite well.
Therefore they would not want their ad to show on the actual search "Disney Video", however , they do want it to show for variations such as Little Mermaid Disney video," "Disney video for sale", and "newest Disney video".
This can be accomplished quite easily. The company would have an ad group with the negative exact match keyword-[Disney video] and the positive keyword "Disney video" as seen
In this instance , the ad would only be displayed if someone searched for "Disney video" and any accompanying word. If someone just searched for "Disney video", the ad would not be triggered.
Often, you will want to use broad or phrase matched words to capture a wide variety of search queries. However, this often results in your ad displaying on queries that do not accurately reflect your company's products. Using negative keywords to filter your ad from showing on these queries can allow you to maintain control over when your ad is shown and maximize your ad's reach.
When using both negative and positive keywords together , you should first , determine when you want your ad to show, and if there are specific variations when you do not want your ad to be displayed. Once you have determined those conditions, it becomes easy to choose the proper negative keywords and respective match types.
For example, let us create a fictional company that sells Disney videos. After running their ads for a while, they realize that when a searcher just types in "Disney video" their conversion rates are low and they are not profitable on those keywords.
However, upon further investigation, the company realizes that if the searcher types in anything with the keyword "Disney video", they convert quite well.
Therefore they would not want their ad to show on the actual search "Disney Video", however , they do want it to show for variations such as Little Mermaid Disney video," "Disney video for sale", and "newest Disney video".
This can be accomplished quite easily. The company would have an ad group with the negative exact match keyword-[Disney video] and the positive keyword "Disney video" as seen
In this instance , the ad would only be displayed if someone searched for "Disney video" and any accompanying word. If someone just searched for "Disney video", the ad would not be triggered.
Often, you will want to use broad or phrase matched words to capture a wide variety of search queries. However, this often results in your ad displaying on queries that do not accurately reflect your company's products. Using negative keywords to filter your ad from showing on these queries can allow you to maintain control over when your ad is shown and maximize your ad's reach.
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