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Okay, in this video we are going to discuss Google Negative AdWords - what they are, why
they are important and how to go about using them.
So, AdWords is Google's Search Engine Marketing program and it enables advertisers to select
the keywords their prospective customers would most likely use when searching for their products
or services. And the way it works is that you, the advertiser, bid against other advertisers
for the maximum price you are willing to pay each time your ad is viewed or clicked.
And that brings us to why negative AdWords are important. There are a couple reasons
and, again, the first one being you're billed each time your ad is viewed or clicked, so
you want to avoid unwanted clicks, unwanted views and target only your hottest prospects.
The second reason is Quality Score. The more relevant your keywords, your ad, and your
landing page are to the search, the better your ad position, the more cost effective
your campaign will be.
So, positive keywords enable you to target prospective customers who conduct searches
relevant to your products or services. So those are the customers you do want.
Similarly, negative keywords work by preventing your ad from displayed after irrelevant search
queries. And, so that helps you to avoid costly unwanted clicks.
So, for example, say if you're selling eyeglasses. You'll come over here to the keywords tab
and you might want to set up eyewear, maybe glasses, eyeglasses as your positive keywords
but you'll also want to go ahead and down here under negative keywords add keywords
like wineglasses and on the next line maybe glass as negative keywords because, more than
likely, people looking for wineglasses or glass are not in the market to buy your eyeglasses.
Okay, so once you have your negative keywords added either to the ad group level or the
campaign level, you'll want to go ahead and set your keyword matching, which is basically
just the level of accuracy over how well a search must match your chosen keywords for
your ad to be triggered or blocked.
So, the default keyword matching option is broad match, which includes the terms in your
keyword in any order and relevant variations including misspellings, synonyms and related
searches. So, in the case of wineglasses, a broad match could also include stemware.
So, Google offers some tools to actually help you with your keywords. In particular, the
keyword planner tool is pretty good it gives you estimates about how your selected keywords
would perform and helps you organize your positive and negative keywords so that's one
I definitely recommend checking out.
Anyway, thank you everyone for watching and please be sure to comment, rate and subscribe.