Adwords - Negative embedded match
Negative embedded match gives Google Adwords advertisers the ability to show for a broader range and every variation of a keyword, except for the keyword itself. This is a useful method when you have a broad term that applies to your business but is by nature very general and has a poor conversion rate by itself.
Positive aspects of negative embedded match -
• Eliminates ad serving confusion at the AdGroup level by eliminating various matching options and the overall struggle within the Google Adwords system of what keyword shall trigger a particular ad version.
• Shows long tail keywords that are more targeted without showing the negative embedded match term that may have a poor ROI from being too broad.
Example of negative embedded match-
If your company sells phone accessories you could insert the negative embedded match -[phone accessories]. This will allow your ads to be triggered by keywords such as “cell phone accessories”, “blackberry phone accessories” and other 3+ keyword variations that are highly relevant for [phone accessories]
Setting up negative embedded match -
• Insert -[phone accessories] into your ad group
• Insert “phone accessories” (Broad match also applies)
