Negative keywords in search network
The ad will appear whenever a user’s query contains one of the campaign keywords. Negative words are then used to prevent ads from appearing for unwanted queries that are combined with the keywords.
Negative words can be set in the advertiser interface for a campaign (negative words are valid for all ad groups in a campaign) and individual ad groups.
Example: Selling contact lenses.
| Keyword | Negative keyword | Will not show | Will show |
| bank | River | River bank | Bank near me |
| Food | Food bank | Best bank |
Negative words can also be used to reduce the actual price for click-through rate and more accurately target your campaign to the potential customer.
Keyword matches
Similar to keywords, there are matches for negative words that allow you to control your ad more accurately from showing for undesirable phrases.
The main difference between the matches is bending them and keeping the exact wording. The only common feature is the non-deleting of the negative word’s diacritics. Therefore, we recommend entering negative words with and without diacritics into the system.
When targeting the keyword “mobile” and excluding a keyword containing a plus sign (e.g. “+case”), the ad will not appear only if the user enters a query including a plus sign (+case for mobile). If the user enters a query without the plus sign, i.e. “mobile case”, the ad will be displayed.
Broad match
When compatring against a query, the negative word is bent, its diacritics are not removed, and the word order is not considered → Advertisement is not displayed on a query containing the negative word in any form or sequence of words.
Warning: If you exclude e.g. the keyword in the broad match – floor. The ad will not appear even on a combination of kw e.g. wooden floor. However, if you exclude a specific query in a broad match, e.g.: rubber flooring – your advertisement is published on other types of flooring without restriction.
| Negative keyword | Will not show | Will show |
| Rent a car | Rent a car | Car rental |
| Car rent | Car rental near me |
| Negative keyword | Will not show | Will show |
| rychlý prodej | Prodej rychlý vůz | Prodám vůz Škoda |
| Rychlé vozy na prodej | Koupě vozu rychle |
“Phrase match”
When comparing with the query, the negative word is not bent, its diacritics are not removed, the word order is preserved and it can be expanded from left and right → The advertisement is not displayed on the query containing the negative word in its exact wording, which is possibly expanded by additional words on the left and right side.
| Negative keyword | Will not show | Will show |
| “Rent a car” | Rent a car Prague | Rents a car |
| Easy rent a car |
| Negative keyword | Will not show | Will show |
| “rychlý prodej” | Rychlý prodej vozů | Prodej rychlých vozů |
| Odvoz a rychlý prodej | Rychlý odvoz a prodej |
Využíváte klíčové slovo “řada” a nechcete se zobrazovat na dotaz obsahující rada. V takovém případě je třeba vyloučit -”rada”. Sklik pak klíčové slovo nebude zobrazovat na žádné spojení, které toto slovo obsahuje.
[Exact match]
When matching against a query, the negative word is not bent, its diacritics are not removed, the word order is preserved, and it must not be expanded from left or right → The advertisement is not displayed only on the query matching the exact wording of the excluding word.
| Negative keyword | Will not show | Will show |
| [rent a car] | Rent a car | Rent a car Prague |
| odvoz a rychlý prodej |
| Negative keyword | Will not show | Will show |
| [rychlý prodej] | Rychlý prodej | Rychlý prodej vozů |
| odvoz a rychlý prodej |