Keyword matching options in Google Adwords - Negative Keywords
When adding your keywords and phrases in Adwords, you have 4 options from a 'broad match' to the highly specific 'exact match'. More of those tomorrow - today we're looking at negative keywords.Imagine you're selling upmarket holidays in Dubai. You might consider using (amongst others) the phrase 'Dubai holiday'. Used in a broad match, your ad will appear anytime someone's search includes the words Dubai and holiday. It can be in any order, and mixed with any other terms. Your ad will also be shown for plurals and close variations (eg common spelling errors).
Since you're selling upmarket holidays, you don't want to attract anyone searching for 'cheap' holidays. To exclude these searchers, you should use Negative Keywords, in this case adding -cheap, or -bargain. These negative phrases can be added for specific groups of keywords or for your entire campaign. Adding negative keywords will mean you're not paying for irrelevant traffic or clicks and because your ads will be more relevant to the searcher, you'll get better enquiries.
Another option is to use more targeted phrases with the Phrase Match or Exact Match options - more of that tomorrow.
In the meantime, if you want to know more, Contact SearchPath Internet Marketing.
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