Negative keywords are used when you want to exclude certain search terms from triggering your ads. This allows you to put all of your time, attention, and ad budget on the keywords that matter to both you and your customers.
In other words, your negative keywords are used to narrow your targeting and zero in on the keywords that generate tangible results and positive ROI for your business. It’s about filtering out what is irrelevant to customers and unrelated to your business and focusing on the keywords that are actually important.
This discussion will look specifically at negative keywords and how match types affect your search term exclusions. Should negative keywords be broad match? Let’s find out!
The Importance Of Negative Keywords
Having a highly targeted and effective campaign isn’t just about the keywords you’ve selected in your campaigns. It’s also about choosing what not to target. That’s where negative keywords come into play.
Most PPC marketers start with a very long and expansive list of keywords. And, unless you’re using exact match types, these keywords will trigger for a lot of different searches that Google decides are related.