Beginner's guide to negative keyword match types

LONDON - July 15, 2016 - PRLog -- Negative keywords can have a huge impact on your AdWords account and everyone should be aware of them, as they can filter out traffic that's not relevant to your adverts, ensuring you're not wasting money on "clicks" from people looking for products that you don't sell.

Google, Bing and Yahoo permit you to add negative keywords to your account. The way it works is very simple. If anyone types one of your negative keywords in a search query, the search engine will recognise it's not a good match for your business and your advert won't be shown to them.

If your business sells outdoor wear such as hiking boots, you may notice that people searching for football boots are popping up in your search query report. If you use the negative keyword match, this will eliminate it from happening in future.

Negative broad match

The negatives all behave a little differently. As with regular keywords, the options of broad, phrase and exact are available. In the case of a negative broad match, if you add "ppc management", anyone who types both these words into a search will not trigger your advert. If someone typed in "ppc management in London", they wouldn't see your advert, as both negative words were contained in the search.

Phrase match negative

This option works in a similar way to a phrase match keyword. It will be triggered if the words "ppc management" appear in the search query. If people type in, "where can I find PPC management in London?" your advert won't appear to them, as "ppc management" featured as an intact phrase match.

Exact match negative

This is the least common negative that's used by businesses. People searching would have to type in the exact negative keywords, such as "adwords management", in order for your advert not to show up on Google. It's the least popular option because it eliminates very little traffic. For example, should someone type in "adwords ppc management", your advert would still appear, as the phrase doesn't precisely match the negative term.

If you haven't yet added negative keywords to your account, start is by running a search query report, as this will review the searches people are making to lead them to your adverts.

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