![]() ![]() This is different from how we would treat a positive keyword, such as shoes, which we would also match to a broader category like footwear. However, we wouldn't generalize beyond the concept of women’s pants to other kinds of women’s bottoms (for example, skirts) or men’s slacks. ![]() Ads won’t show on a page even if the exact keywords or phrases aren't on the page explicitly, but the topic of the content is strongly related to the excluded set of negative keywords.įor example, a set of negative keywords like "women’s pants" would block bidding on a page with content about women’s jeans, even if the exact phrase "women’s pants" didn't appear on the page. The main difference is that you'll need to add synonyms, singular or plural versions, misspellings, and other close variations if you want to exclude them.įor Display campaigns, a set of negative keywords will be excluded as an exact topic. However, these negative match types work differently than their positive counterparts. Types of negative keywordsįor Search campaigns, you can use broad match, phrase match, or exact match negative keywords. For Display and Video ads, a maximum of 1,000 negative keywords is considered at the account level. Depending on the other keywords in your ad group, some places where your ad appears may occasionally contain excluded terms. If you’re using Display or Video campaigns, negative keywords can help you avoid targeting unrelated sites or videos, but keep in mind that negative keywords work differently for Display and Video campaigns than they do for search. For example, if you exclude the negative broad match keyword "flowers", ads won’t be eligible to serve when a user searches "red flowers", but can serve if a user searches for "red flower". Negative keywords won’t match to close variants or other expansions. Before the upcoming changes, combining methods can limit campaign performance. Until your account is migrated, we recommend that you only use one content targeting method (topics, placements, OR Display/Video keywords) per ad group. For example, if you targeted “bikes” as a topic and “cycling” as a Display/Video keyword, your ads will show on content that matches either. Your ads will target any of your selected content in your ad group.Exclusions will also be consolidated into a single report in the same page ("Content"). "Topics", "Placements", "Display/Video keywords" will be consolidated into a single "Content" page and report.For "Exclusions", click the drop-down arrow to the right of the term "Exclusions" to select exclusions for topics, placements or Display/Video keywords. "Topics", "Placements", "Display/Video keywords", and "Exclusions" for all types of content targeting are now categorized under the "Content" tab in the side navigation menu.To provide a comprehensive and consolidated view of your content targeting and make content targeting management and optimization simpler, you’ll see the following improvements in Google Ads:Īll types of content targeting can now be found under “Content” in the side navigation:
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