Negative Keyword Match Types: How to Use Them

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Similar to other match types in Google Ads, negative keyword match types function similarly. As a result, you can add wide, phrase, and exact match to your negative keywords to prevent certain searches from bringing up your advertising.

To demonstrate how negative keyword match types function, we shall use the term “wedding planner.” Therefore, I’ll show you how to use these negative keyword match types if you want to target searches that are closely connected to “wedding planner” but want to avoid searches that include phrases like “free,” “jobs,” “career,” etc.

When you simply need to ban one term, only use broad match for your negative keywords. Therefore, in our example of a wedding planner, we won’t use words like these as negative keywords:

Instead, we’ll block the precise phrases we don’t want and add them in broad match format without quote marks or brackets, like in the following:

This helps to block not only the aforementioned cases but also any versions of searches containing these three terms. And you also save a ton of money and time as a result.

Matching negative keywords in phrases

Quote marks are used around keywords that match phrases, such as “wedding planner.” Additionally, they target queries that contain these two terms, as well as closely related variations that include other words upfront, in the middle, or at the end. Thus, this word will result in searches for:

Find a wedding coordinator for your luxury wedding in London.

The idea is similar for negative terms, however there are a few differences. If you add a phrase match negative keyword, such as “wedding planner jobs,” it will only stop searches when the words are exactly in that order and when they are preceded or followed by other phrases, such as:

Find wedding planner jobs close to where you are.

Therefore, it will prevent this and any similar searches. However, this is less effective than incorporating broad match negative keywords, as previously said.

Negative exact match keywords

Exact match negative keywords stop irrelevant exact searches. The simplest way to do this is to read the search terms report, pick out the irrelevant ones, and add them all at once as exact match negatives.

Just keep in mind that just the exact keyword will be blocked, not any variations. PPC in digital marketing  Therefore, adding your negative keywords in this manner will frequently result in a very long list that may be difficult to manage. And if there is a lot of traffic, this number might reach thousands.

With brackets, you will add the exact match derogatory keywords. For instance, the phrase “wedding planner jobs” only prevents searches in this precise sequence.

Campaigns using negative keyword match types

Negative keywords are only useful for campaigns that use Standard Shopping and Search. Negative keywords are used to restrict searches that are unrelated to your business.

Therefore, you will see the actual searches that you are getting when you check your search terms report in your Google Ads campaign. You will be able to better understand search intent and create more precisely targeted ads if you invest a lot of time in this report’s analysis of your searches.

Conclusion

Your negative keyword list will expand as you add additional terms that are unrelated to your advertising in Google Ads. Therefore, to make sure you’re blocking everything, it’s a good idea to utilize all three negative keyword match types. However, the broad match negative keyword match type is the most crucial because it blocks a wide range of search kinds, saves you a ton of time, and eliminates the need for many negative keywords.

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