Negative Keywords [65]

65. Keyword Match Types: Negative Match 

Can be Added at AdGroup Level, Campaign Level. And you can add Keyword Lists and apply to all your campaigns.

When done at the AdGroup level, its done for sculpting purposes, to show right content to the right user.

He's never seen a Google Ads account that did not have a serious negative keywords strategy. 

Often accounts have way more negative keywords than positive. Aim for a 1-1 match. If you have 100 positive keywords, you should have at least 100 keywords. And frankly, it should be 2-1. For every positive, you have 2 negatives.

• Does not Trigger Ads. It is a preventative measure.
• Can be Broad, Phrase, or Exact Match

EXAMPLES:

• Broad Negative: Excludes The Most Search Terms
• Negative foax leather
• Anytime foax leather is in a search term, ad is *not* triggered.
• Notice how it still is showing ads that have leather and faux in it. 
• If you want nothing to show with faux or nothing to show with leather, you need to add
• - faux
• - leather
• Then you wouldn't show for leather office chair or faux leather desk accessories
• Phrase Negative Match: When in this order, don't sow ad
• Negative "brushed metal"
• Ad's won't show for buy brushed metal cabinets or brushed metal office chair, bc brushed metal shows up in that order in those two search terms.
• Ads will show for metal file cabinets, metal brushed desktops, metal office chairs.
• So they're allowed to show here, bc they aren't in the order. 
• Exact Negative Match: 
• Negative [office chairs]
• It's giving me the most control over what shows up. You have the least variability that will trigger the ad. In this case, it knocks out the *fewest*. 
• Your ads will not sow up for office chairs but it can show up for leather office chairs, office chairs for sale, chairs for an office.

EXAMPLES: THE WORD FREE
Let's say you want to make sure you don't show up on searches for anyone looking for *free* xyz. 

Which Negative Keyword Match would you use to make sure none of your ads show up when someon searches with Free?

• The answer is: Broad Negative Match.
• Whenever FREE shows up, don't ever trigger my ads.

EXAMPLE: WHEELED OFFICE CHAIRS

Let's say I only want to show ads to people for chair that have wheels. I see I'm getting a lot of searches for just office chairs. I still want to rank for office chairs, but maybe in this particular case, I don't want it sent to this page and maybe I don't want to pay for it for wheeled chairs. This is where traffic sculpting and filtering comes in. 

• I can add "office chairs" Negative Phrase Match to this specific AdGroup for Wheeled Office Chairs, telling it not to show my ads for Wheeled Office Chairs.

NEGATIVE KEYWORD RESEARCH TOOLS: 

• Google Search Terms Report (free)
• Google autocomplete suggestions (free)
• Soovle.com (free)
• UberSuggest.org (free)
• Optmyzer, SEMrush (paid)

EXERCISE: 

• Come up with 10-20 negative keywords.
• porn
• naked
• hot
• free