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Adwords - Negative embedded match
March 3, 2008
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 accessoriesâ€, “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)
All posts by Charles Nevery
posted by Charles Nevery at March 3, 2008 3:25 PM
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Comments
We do a lot of business with companies who want to market locally. It difficult to do a lot of research on the local marketing terms for a site. So, when we build a lead gen page for them, we'll fire ppc to the page with a broad match phrase to find out initially what's be searched for locally in analytics.
This is another great option that I wasn't aware of. Shame on me.
Thanks for sharing.
Posted by: ProspectMX at March 4, 2008 1:44 PM
If you have a search term more than one word which you want to use it as a negative keyword, this method is what you should use. - Negative embedded match - -[search term]
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