How Negative Keywords Work in PPC Campaigns

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Negative Keywords In Adwords

PPC marketers are known to use something called negative keywords. Also called “negative matches”, these are specific phrases or words intended to spare people from ads when they search for said keyword. These phrases are identified through carefully analyzing those keywords, which have been generating clicks, and consequently, leads and revenue. It is possible to add these at the campaign and ad group levels, as they would tell you at the best SEO services company India has to offer.

How Negative Keywords Differ from Regular Ones

What differentiates the two is whether or not the marketer’s ads show up in the search results. Assigning a negative keyword can focus the campaign towards queries you think are relevant to your service or product, yielding positive results. With regard to ROI, it is more important to specify what not to target. This assertion is backed by the best SEO services company India.

Broad Match

A broad match for a negative keyword lets you exclude ads for searches that use every word in the phrase, regardless of order. In other words, the ad will not be shown whenever the whole of the keyword is used inside a search query. However, it will be shown to people who search for something that has just one or some terms from your specified negative keyword. Google sets the broad match type as default for PPC campaigns, which means you would have to specify otherwise if needed.

Phrase Match

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A phrase match for a negative keyword lets you exclude ads for searches that use every word in the phrase, in the same order. This means the ad will not be shown whenever the whole of the keyword is used inside a search query, even in cases where there are additional words used. However, like with a broad match, the ad will be shown to people who search for something that has just one or some terms from your specified negative keyword.

Exact Match

As exact match for a negative keyword lets you exclude ads for searches that use every word in the phrase, in the same order, and without additional words. If the order is changed, or if extra words are used, the ad will show up. Being highly specific, this match type only eliminates minimal traffic.

Aside from picking from the best SEO packages, it is important to note that in the case of negative keywords, Google will not recognize close variants. For example, misspellings, acronyms, abbreviations, etc., will not be taken as the same thing. If you want any of these variants to be considered as well, then they should be added separately.