In Adwords campaigns, negative keyphrases can have three types of matches:
What does this mean and what is the difference between them? By default, Google Ads uses broad match for negative keywords - contextual ads are not shown for queries that consist of all parts of a negative phrase in any order. At the same time, it will be shown if the request consists only of a part of the negative phrases, for example:
By setting a phrase match, ads for the selected negative keyphrase will not appear, even if it includes other words.
Pay attention to the marks - this is how the phrase match is indicated.
By choosing an exact match, your ads will not be served for queries that exactly match the negative keyphrase. If the user enters a phrase in the search engine containing other words along with the selected negative keyword, then contextual advertising will be shown, for example:
Pay attention to the square brackets - this is how the exact match is indicated.
You need to be careful when creating a list of negative keywords, otherwise, with a large number of them, very few Internet users will see your search advertisements in Google Ads.
Important: the maximum length of a negative keyphrase cannot exceed 10 words. If the negative keyword is the 11th word in the query, then the ad will still be displayed.
For example, we defined “cheap” as a negative keyword. If the user entered in the search engine "blue tracksuit for a boy of ten Reebok spring autumn cheap", then your ad will be shown:
But in the case of the query "blue tracksuit for a boy of ten Reebok cheap", the ad for this keyword will not be shown: