How To

Working With Negative Keywords

Using Negative Keywords is one of the fastest ways to improve the ROI of your account without sacrificing valuable traffic. There are, however, some tips to keep in mind to ensure you aren't restricting desired traffic.

Prerequisites


 

Video


 
Adding Negative Keywords via Actionable Reporting   - This video demonstrates how to add negative keywords to your campaigns in ChannelAdvisor using the Actionable Reporting view. View Transcript

 
 

Tasks to Complete


 

Match Types:

The following match types are available on Google for negative keywords:

  • Negative Broad Match: A Negative Broad Match keyword will restrict any query that contains any of the phrases in your negative keyword.
  • Negative Phrase Match: A Negative Phrase Match keyword will restrict queries that contain that exact phrase in the order you specify, with any words before or after that phrase.
  • Negative Exact Match: A Negative Exact Match keyword will restrict queries that are that exact keyword and nothing else.

Best Practices:

  1. Review search queries regularly and determine what portion of the query makes the traffic irrelevant. Add that single word as a broad match negative.
  2. Use exact match negative queries to restrict traffic that is too general like [shoes].
  3. When a query is irrelevant or too general for your whole account, add the negative to the entire account by typing "all" in the campaign column of the Negative Keyword Modal.
  4. Whenever you are adding negative keywords that are more than one word in length, remember that adding the negative keyword phrase in broad match is the same as adding each of the words as a broad match negative. Traffic related to any of the words could be blocked completely. Most of the time, it's better to add negative keyword phrases that are more than one word long in phrase or exact match.
  5. Use ad group negative keywords to control which ad group is able to trigger your ads. If you find that your Brand Keywords are triggering ads in response to non-brand queries, you can add those queries to only the brand ad groups for example, to encourage the AdWords system to trigger ads from another ad group.

Bing Ads:

  • Negative Broad Match does not exist on Bing. If you enter a Negative Broad Match keyword using ChannelAdvisor's keyword modal, we will automatically convert it to a phrase match negative.

Using Negative Keywords is one of the fastest ways to improve the ROI of your account without sacrificing valuable traffic. There are, however, some tips to keep in mind to ensure you aren't restricting desired traffic.

Prerequisites


 

Video


 
Adding Negative Keywords via Actionable Reporting   - This video demonstrates how to add negative keywords to your campaigns in ChannelAdvisor using the Actionable Reporting view. View Transcript

 
 

Tasks to Complete


 

Match Types:

The following match types are available on Google for negative keywords:

  • Negative Broad Match: A Negative Broad Match keyword will restrict any query that contains any of the phrases in your negative keyword.
  • Negative Phrase Match: A Negative Phrase Match keyword will restrict queries that contain that exact phrase in the order you specify, with any words before or after that phrase.
  • Negative Exact Match: A Negative Exact Match keyword will restrict queries that are that exact keyword and nothing else.

Best Practices:

  1. Review search queries regularly and determine what portion of the query makes the traffic irrelevant. Add that single word as a broad match negative.
  2. Use exact match negative queries to restrict traffic that is too general like [shoes].
  3. When a query is irrelevant or too general for your whole account, add the negative to the entire account by typing "all" in the campaign column of the Negative Keyword Modal.
  4. Whenever you are adding negative keywords that are more than one word in length, remember that adding the negative keyword phrase in broad match is the same as adding each of the words as a broad match negative. Traffic related to any of the words could be blocked completely. Most of the time, it's better to add negative keyword phrases that are more than one word long in phrase or exact match.
  5. Use ad group negative keywords to control which ad group is able to trigger your ads. If you find that your Brand Keywords are triggering ads in response to non-brand queries, you can add those queries to only the brand ad groups for example, to encourage the AdWords system to trigger ads from another ad group.

Bing Ads:

  • Negative Broad Match does not exist on Bing. If you enter a Negative Broad Match keyword using ChannelAdvisor's keyword modal, we will automatically convert it to a phrase match negative.
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