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single-term, negative match, not preventing unwanted impressions

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hello,

I am bidding on yoga teaching keywords. My campaign is not in english but let's make an example.

To simplify let's say I have 4 keywords:

Yoga Classes
Yoga Training
Yoga Course
Yoga School

I 'd like the keywords to keep granularity, to prevent broad matches keywords stealing impressions from each other so I set up the following account structure:

  • I created 4 AdGroup, each one for each kw.
  • Each keyword is added in 4 matches in the same AdGroup
  • In every AdGroup I added each of the other 3 terms as a negative, single term, exact match.
  • There is always a growing bidding for a narrower match, so exact match takes the highest bid and broad match the poorest.table.jpg

Why, for example, Ads from "Group Yoga School" are still displayed whenever someone search for "yoga training"?

Even if I have the same keyword [yoga training] in exact match in another Ad Group? Even if I have [training] in inverse match in the triggered Ad group?


Could you please tell me where I am wrong?

1 Expert replyverified_user
1 ACCEPTED SOLUTION

Accepted Solutions
Marked as Best Answer.
Solution
Accepted by topic author Frank D
September 2015

Re: single-term, negative match, not preventing unwanted impressions

Top Contributor
# 2
Top Contributor
Hi Frank,

An exact match negative keyword, no matter where it is added will only block that exact search query. By using [training] - you're only blocking your ads for showing when someone searches for the single term 'training'. In this case/structure, you can use broad match negatives to achieve what you're looking to do.

Just change the match type for your negatives and things should sort out just fine.

-Tommy
Tommy Sands, AdWords Top Contributor | Community Profile | Twitter | Philly Marketing Labs
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

Marked as Best Answer.
Solution
Accepted by topic author Frank D
September 2015

Re: single-term, negative match, not preventing unwanted impressions

Top Contributor
# 2
Top Contributor
Hi Frank,

An exact match negative keyword, no matter where it is added will only block that exact search query. By using [training] - you're only blocking your ads for showing when someone searches for the single term 'training'. In this case/structure, you can use broad match negatives to achieve what you're looking to do.

Just change the match type for your negatives and things should sort out just fine.

-Tommy
Tommy Sands, AdWords Top Contributor | Community Profile | Twitter | Philly Marketing Labs
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer.’

Re: single-term, negative match, not preventing unwanted impressions

Top Contributor
# 3
Top Contributor
One other note, because of the different matching protocol for negative keywords, you'll want to include additional variations that you do not want to match, in each ad group.

For instance, if you want to block all search queries that include the term 'classes', you may also want to use 'class' as well - the same goes for 'course' and 'courses'.

You can read more about negatives and match types here: https://support.google.com/adwords/answer/2497836?hl=en&ref_topic=3122868 (expand the section called Negative Match).

-Tommy
Tommy Sands, AdWords Top Contributor | Community Profile | Twitter | Philly Marketing Labs
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer.’

Re: single-term, negative match, not preventing unwanted impressions

Visitor ✭ ✭ ✭
# 4
Visitor ✭ ✭ ✭
Hi Tommy, thank you for your kind reply.

Originally all the negative ad-level kws were in phrase match, which I thouught was the best, but it wasn't working either.

Does this sound strange to you?

Re: single-term, negative match, not preventing unwanted impressions

Top Contributor
# 5
Top Contributor
Hi Frank,

It would really depend on the exact search queries you were seeing and which negatives you employed.

Negative phrase and negative broad match, for single term negatives essentially act the same. I would and do use broad in these type of structures...also known as using embedded negatives. The key here is to make sure you have all iterations and variations of your negative keywords included.

-Tommy
Tommy Sands, AdWords Top Contributor | Community Profile | Twitter | Philly Marketing Labs
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer.’

Re: single-term, negative match, not preventing unwanted impressions

Visitor ✭ ✭ ✭
# 6
Visitor ✭ ✭ ✭
You are right, Tommy.

negative phrase was not working because I've pasted the list from excel that added the wrong brackets, so AdWords didn't recognize them as "phrase" but as a broad match kw delimited by brackets.

Anyway, you were right, I've put all the negative in broad match and it works!

Thank you very much!