Google Ads Negative Keyword Tutorial - Bing Ads & AdWords Negative Keyword Lists and Match Types

Check out our Google Ads Negative Keyword Tutorial - Bing Ads & AdWords Negative Keyword Lists and Match Types. Negative Keywords in Google AdWords and Bing Ads don't have to be difficult so we try to break it down. In addition, we will talk about negative keyword match types and strategies. This tutorial is 100% about the Google Ads Search Network and the Bing Ads Search Network and does not include the Display & Video network.

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Negative keywords allow you to exclude certain keywords from search terms and search queries. You want to focus on the keywords that drive sales, leads, and results for your business. Negative keywords can improve your targeting and optimize your Google AdWords and Bing Ads campaigns. Better keyword targeting and an organized campaign will drive more leads and sales and a better return on investment (ROI).

Types of Negative Keywords

When it comes to Google AdWords search campaigns, you have the ability to use Negative Broad Match, Negative Phrase Match, and Negative Exact Match keywords. It is important to note that they perform somewhat differently and you need to add synonyms, singular, and plural versions. In addition, negative broad match keywords are slightly different than positive broad match keywords.

When it comes to Display and Video Campaigns

Negative Broad Match Keywords

This type is the default for your negative keywords. For negative broad match keywords, your ad won't show if the search contains all your negative keyword terms, even if the terms are in a different order. Your ad may still show if the search contains only some of your keyword terms.

Negative Phrase Match Keywords

For negative phrase match keywords, your ad won't show if the search contains the exact keyword terms in the same order. The search may include additional words, but the ad won't show as long as all the keyword terms are included in the search in the same order.

Negative Exact Match Keywords

For negative exact match keywords, your ad won't show if the search contains the exact keyword terms, in the same order, without extra words. Your ad may still show if the search contains the keyword terms with additional words.