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Can I use Phrase match without adding business pronouns before the keyword?

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭

Can I exclude business pronouns from being added to keywords?

I have a query about what is the best match format for my campaign...

I want to offer an internet service for hotels (can also include other hospitality businesses), but I don't want guests of a hotel to be searching how to access their hotel internet. The ads are clearly worded for hotel-management, but we're still getting too many irrelevant clicks.

 

Ideally, I want to use a phrase match without allowing the specific name of a hotel.

For example:

Allowing:

hotel wifi

hotel wifi systems

hotel wifi solutions

hotel wifi [numerous locations]

wifi for hostel

wifi for school

hospital wifi

fast hotel wifi

best hotel wifi

 

But not allowing:

Mercure hotel wifi

Radisson hotel wifi

Dukes hotel wifi

ibis hotel wifi

etc etc

 

I've added negative keywords such as connect, access, login, hack etc, but is it possible to specifically remove the hotel pronouns??

Exact matches may be a bit too limiting, and ideally I still want to include geographic locations

 

5 Expert replyverified_user
1 ACCEPTED SOLUTION

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Marked as Best Answer.
Solution
Accepted by topic author Kirsty G
December 2016

Can I use Phrase match without adding business pronouns before the keyword?

Top Contributor
# 6
Top Contributor

Thank you @MosheTLV for buzz!

 

Hi Kirsty G,

 

If I understand your issue correct, you don't want anyone to see your ad when they user search query includes hotel names? If yes, I agree with @David G just add hotel name at campaign level if you want to stop showing ads on queries include hotel name completely. But if you are using and targeting hotel names in other adgroup, in this case add all hotel names as negative in this particular adgroup at adgroup level.

 

Please let us know if you have any follow up concern regarding same.

 

Thanks

Neha

Neha Gupta, AdWordsTop Contributor Follow Me: My Blog | Twitter | Google+ | LinkedIn
Did you find any helpful responses or answers to your query ? If yes, please mark it as the ‘Best Answer’

View solution in original post

Exclude pronouns from keyword phrase/broad/bmm match

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

So I have a query about what is the best match format for my campaign...

I want to offer an internet service for hotels (can also include other hospitality businesses), but I don't want guests of a hotel to be searching how to access their hotel internet. The ads are clearly worded for hotel-management, but we're still getting too many irrelevant clicks.

 

Ideally, I want to use a phrase match without allowing the specific name of a hotel.

For example:

Allowing:

hotel wifi

hotel wifi systems

hotel wifi solutions

hotel wifi [numerous locations]

wifi for hostel

wifi for school

hospital wifi

fast hotel wifi

best hotel wifi

 

But not allowing:

Mercure hotel wifi

Radisson hotel wifi

Dukes hotel wifi

ibis hotel wifi

etc etc

 

I've added negative keywords such as connect, access, login, hack etc, but is it possible to specifically remove the hotel pronouns??

Exact matches may be a bit too limiting

 

How do I exclude pronouns from keywords either in phrase, broad or bmm format?

Visitor ✭ ✭ ✭
# 2
Visitor ✭ ✭ ✭

So I have a query about what is the best match format for my campaign...

I want to offer an internet service for hotels (can also include other hospitality businesses), but I don't want guests of a hotel to be searching how to access their hotel internet. The ads are clearly worded for hotel-management, but we're still getting too many irrelevant clicks.

 

Ideally, I want to use a phrase match without allowing the specific name of a hotel.

For example:

Allowing:

hotel wifi

hotel wifi systems

hotel wifi solutions

hotel wifi [numerous locations]

wifi for hostel

wifi for school

hospital wifi

fast hotel wifi

best hotel wifi

 

But not allowing:

Mercure hotel wifi

Radisson hotel wifi

Dukes hotel wifi

ibis hotel wifi

etc etc

 

I've added negative keywords such as connect, access, login, hack etc, but is it possible to specifically remove the hotel pronouns??

Exact matches may be a bit too limiting

 

Can I use Phrase match without adding business pronouns before the keyword?

Explorer ✭ ✭ ✭
# 4
Explorer ✭ ✭ ✭

Hi @Kirsty G

 

You would add the name of the hotel as a negative keyword (broad or phrase negative match act the same with single keyword negatives).

 

Let me know if you have any other questions.

 

David

Can I use Phrase match without adding business pronouns before the keyword?

Top Contributor
# 5
Top Contributor

The best way would be to use negative keywords for the brand names 

Let me ping our specialists   about negative keywords

@Neha Gupta?

 

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer’
Marked as Best Answer.
Solution
Accepted by topic author Kirsty G
December 2016

Can I use Phrase match without adding business pronouns before the keyword?

Top Contributor
# 6
Top Contributor

Thank you @MosheTLV for buzz!

 

Hi Kirsty G,

 

If I understand your issue correct, you don't want anyone to see your ad when they user search query includes hotel names? If yes, I agree with @David G just add hotel name at campaign level if you want to stop showing ads on queries include hotel name completely. But if you are using and targeting hotel names in other adgroup, in this case add all hotel names as negative in this particular adgroup at adgroup level.

 

Please let us know if you have any follow up concern regarding same.

 

Thanks

Neha

Neha Gupta, AdWordsTop Contributor Follow Me: My Blog | Twitter | Google+ | LinkedIn
Did you find any helpful responses or answers to your query ? If yes, please mark it as the ‘Best Answer’

Exclude pronouns from keyword phrase/broad/bmm match

Top Contributor
# 7
Top Contributor

Hi Kirsty,

 

Could you apply a negatives list that contains the names of all US hotels as phrase match negatives? I'm guessing that you have access to a list like this given that you're in the industry.

 

 

Jim

Jim Vaillancourt, AdWords Top Contributor, LinkedIn
Was my response helpful? If yes, please mark it as the ‘Best Answer.’ Learn how here.

Exclude pronouns from keyword phrase/broad/bmm match

Top Contributor
# 8
Top Contributor

Hi Kirsty G,

Add those hotel names as negative phrase match. Use the search terms reports to identify both negative keywords and keywords that perform better. Run the report often, use your best judgement when adding keywords.

One other thing I would like to mention, you posted the same question on this forum 4 times. Please, don't do that. Once is enough. If it's in the wrong category, a moderator will move it for you to a more appropriate category. Most often, when you post the same question multiple time, they will all be combined sooner or later anyway.

 

Best of Luck!

 

Pete

 

petebardo -- Deadhead doing AdWords

Exclude pronouns from keyword phrase/broad/bmm match

Badged Google Partner
# 9
Badged Google Partner

Keep working on the ad content. Sometimes intent isn't clear from the search query alone, and you can use the ads to further filter irrelevant queries. A lower CTR may actually be a sign that you are accomplishing your objective, as counter-intuitive as it may seem...

 

Search advertising might not be the best way to go about accomplishing your objective either. Perhaps using the display network to target in-market or affinity interests, topics, Google smart lists for remarketing, etc., may be a better way to target your intended audience. Perhaps try exploring some of the business service targeting options for display in your top market(s).

 

DSA ads could be another way to approach search advertising. Google can use your content to target users, without using any KW's to actually target the ads. You still want to review your search terms reports, but perhaps Google can help you find some search terms (users) that you may not have considered.

Tom

Re: How do I exclude pronouns from keywords either in phrase, broad or bmm format?

Top Contributor
# 10
Top Contributor

Hi @Kirsty G I may have misunderstood your question, but is there any reason why you can't simply add the hotels as negatives, e.g. mercure, ibis, etc.?

 

Beyond that, it's going to be a process of identifying which Keywords result in the best traffic, and that may take time examining the Search Details, time on site, etc.  I think you're on the right lines using phrases such as "hotel wifi systems", which are more likely to come from owner/operators and you may find that you end up with only a relatively small number of phrases such as this.  I'm a big fan of having relatively few, high quality Keywords over lots that perhaps take too much poor traffic.

 

Jon

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