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Match Type role in Display Network Campaigns

Follower ✭ ✭ ☆
# 1
Follower ✭ ✭ ☆

Hi,

 

What is the role of different match types in Display Network targeted campaigns, do they work the same way as they do in Search campaigns. Also do negative keywords make any effect in display network campaigns.

 

Please share your thoughts.

 

Thanks,

Anurag

Re: Match Type role in Display Network Campaigns

Explorer ✭ ✭ ☆
# 2
Explorer ✭ ✭ ☆
When you use Display Network campaigns, all keywords are set to "broad match".
Yes, negative keywords are useful.
Because you can sell "Coffee beans java", and your ad would be shown in "Java programmers" pages. So you should exclude term "Java programming".
That is just one example..
Read this for more information:
https://support.google.com/adwords/answer/2453972

Re: Match Type role in Display Network Campaigns

Follower ✭ ✭ ✭
# 3
Follower ✭ ✭ ✭
Hi Anurag Saxena,

display uses contextual targeting to match a theme of keywords with the content of the page.
You can use different match types but on the GDN all keywords are considered broad match only. So basically you don't need to worry about other match types of the keywords. Also, you are able to add negative keywords in order to reduce the chance of your ads appearing on sites that contain those keywords. Try to combine display keywords with other targeting options in GDN.