- [Instructor] Another incredibly important,
but often overlooked type of keyword match
is negative match.
And here, we can help tailor our keyword matching
to prevent similar,
but unrelated search queries from triggering our ads.
And to do this,
we simply add a minus symbol before the keyword.
So if we were running a campaign targeted at say,
selling baseballs,
we might add minus hats and minus bats,
which means anytime someone does a search
for baseball bats or baseball hats,
the ad won't appear.
Now this is incredibly generalized,
but I think it helps illustrate how this works.
So essentially, negative keywords
are letting you filter out irrelevant traffic.
And keep in mind that negative keywords
don't match variance or other expansions.
Negative keywords are treated exactly as you input them.
So if you had a negative keyword match for baseballs,
you would still be showing your ad for searches on baseball.
So if you're seeing a keyword report
that shows searches that are still triggering ads
for what you thought were negative keywords,
double-check that you've matched them exactly.
Negative keywords are how you'll tune broad match
and phrase match,
so be sure you're thinking of ways to leverage them
as you build your campaigns.