Google Optimization Why Do You Need To Set Negative Keywords For Google Promotion?
Guide: With negative keywords, you can exclude certain search terms from your campaign and focus on the keywords that are more important to your customers. Improving the accuracy of positioning will not only allow users who are really interested to see your ads, but also increase the return on investment (ROI). I know the network editor will take you oneith negative keywords, you can exclude certain search terms from your campaign and focus on keywords that are more important to your customers. Improving the accuracy of positioning will not only allow users who are really interested to see your ads, but also increase the return on investment (ROI). I know the network editor will take you to understand the working principle of negative keywords and when to use negative keywords is the most effective. [ Google Promotion ]
1. Working principle
To run a highly targeted campaign, the key is to choose the targets you want to exclude.
ome search terms are similar to your keywords but may be more suitable for customers searching for other products. These terms are suitable as negative keywords for search campaigns. For example, suppose you are an optometrist who sells all kinds of ordinary glasses for myopia. In this case, you can add search terms such as "sunglasses" and "sunglasses" as negative keywords.
Negative keywords will not be matched with close variants or other expanded keywords. For example, if you set "flowers" as a negative broad-matched keyword, the ads will not be triggered when users search for "red flowers"; however, ads can be triggered when users search for "red flowers".
If you use display campaigns or video campaigns, negative keywords can help you avoid targeting irrelevant sites or videos, but please note that for display campaigns and video campaigns, negative keywords work in the same way as on the search network. Is different in. Depending on other keywords or targeting methods in the ad group, some places where your ad appears may sometimes contain words that have been excluded. For display ads and video ads, you can consider up to 5000 negative keywords. You can also implement website category options and content exclusions to avoid targeting irrelevant websites or videos.
2. Types of negative keywords
For search campaigns, you can use three types of negative keywords: broad match, phrase match, or an exact match. However, these negative match types work differently from the corresponding positive match types. The main difference is that for negative match types, you need to add synonyms, singular and plural forms, misspellings, and other close variants that you want to exclude.
For display campaigns, the system excludes a set of negative keywords that match a specific theme. Even if the exact matching keyword or phrase is not clearly displayed on the page, if the subject of its content is closely related to the excluded set of negative keywords, the ad will not appear on the page.
For example, if you use a set of negative keywords similar to "women’s trousers," the system will prohibit bids on web pages that contain content related to women’s jeans, even if the exact matching phrase "women’s long pants" is not displayed on the page. pants". However, we will not expand the concept of women's trousers to include other types of women's bottoms (such as skirts) or men's casual pants. This is different from the way we deal with positive keywords. For example, for the positive keyword "shoes", we would match a broader category, such as "shoes and socks."
3. Negative broad match
This type is the default type of your negative keywords. The working principle of negative broad match keywords is that as long as the search contains all the words in the negative keyword, the ad will not show even if the words are in a different order. If the search content only contains some of the words in the keyword, the ad may still show.
1. Negative phrase matching
For negative phrase matching keywords, if all the words that make up the keyword are included in the search in the same order, the ad will not show. The search may contain other words, but as long as all the words in the keyword appear in the search in the same order, the ad will not show. The search may also include extra characters in a word. In this case, the ad will show even if the other words in the keyword appear in the search in the same order.
2. Negative exact match
For negative exact match keywords, if all the words that make up the keyword are included in the search in the same order, and the search does not include additional words, the ad will not show. If the search contains all the words that make up the keyword, but also other words, the ad may still show.
3. Symbols in negative keywords
You can use the following three symbols in negative keywords: ampersand (&), accent (á), an asterisk (*). The system will treat negative keywords containing accents as two different negative keywords. For example, sidewalk cafes and sidewalk cafes are considered two different keywords. Similarly, "socks & shoes" is not the same as "socks and shoes".
4. Some symbols that the system cannot recognize are listed below:
Ignored symbols: You can add periods (.) to negative keywords, but the system will ignore these symbols. In other words, the system will treat "Fifth Ave." and "Fifth Ave" as two identical negative keywords. The plus sign (+) added to negative keywords is usually ignored by the system (such as "blue + car"), but in some cases, if the plus sign (+) is at the end of the word (such as "C++"), It will not be ignored.
Invalid symbol: If you add a negative keyword with a specific symbol, you will receive an error message. Some symbols that cannot be used in negative keywords include:,! @% ^ () = {}; ~ `<>? \ |.
Site and search operators: The "site:" operator in negative keywords will be removed. In other words, if you add a negative keyword [site:www.example.com dark chocolate], this negative keyword is exactly the same as [dark chocolate] for the system. Search operators are also ignored. For example, if you add the search operator "OR" to the negative keyword "dark chocolate" (such as "OR dark chocolate"), the system will ignore the "OR" command and only use "dark chocolate" as the negative key Character.
Other search operators: Adding a minus (-) operator in front of a keyword will cause the system to ignore this keyword when performing negative keyword matching. For example, if you use the negative keyword "dark chocolate", this negative keyword is equivalent to "black" for the system.
5. Matters needing attention
Please choose negative keywords carefully. If you use too many negative keywords, the number of customers your ads reach may decrease.
Negative keywords will not match close variants, so when users search for close variants of negative keyword terms or visit webpages that contain such terms, your ad may still show.
There is no negative broad match modifier as a match type.
When users search for phrases that contain more than 16 words, and your negative keyword is after the 16th word, your ad may still show. Suppose your negative keyword is "discount." If a user searches for "Qingdao Linhai Clean and Comfortable Hotel or inn with breakfast discount", we will show your ad, because your negative keyword happens to start from the 17th word in the phrase. However, if a user searches for "Qingdao Linhai Clean and Comfortable Hotel with breakfast inn discount", we will not show your ad because your negative keyword starts with the 16th word in the phrase.
The above is the entire content of "Why do you want to set up negative keywords for Google Promotion?", which is only for webmaster friends to interact and learn. SEO optimization is a process that needs to be adhered to. I hope everyone can make progress together.