Types of Negative Keywords

Just like the keywords you generate during keyword generation, negative keywords also have match types: broad, exact and phrase match. 

Negative broad match

When using broad match negative keywords, your ad won't appear if the search query contains all of the terms in your negative keyword, even if they're in a different order. Your ad will still appear if only some of the terms are included in the search query.

Example from Google

Negative broad match keyword: running shoes

 

Search
Could an ad show?
blue tennis shoes
Yes
running gear
Yes
blue running shoes
No
shoes running
No
running shoes
No

 

Negative phrase match

When using phrase match negative keywords, your ad will not appear if the users search query includes the exact negative keyword terms in the same order.

Example from Google

Negative phrase match keyword: "running shoes"

Search
Could an ad show?
blue tennis shoes
Yes
running gear
Yes
blue running shoes
No
shoes running
Yes
running shoes
No

 

Negative exact match

When using exact match negative keywords, your ad won't appear if the users search query identically matches your negative keyword.

Example from Google

Negative exact match keyword: [running shoes]

Search
Could an ad show?
blue tennis shoes
Yes
running gear
Yes
blue running shoes
Yes
shoes running
Yes
running shoes
No

 

 
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