Using Negative Keywords
Negative keywords are filtering words. This type of keyword stops your ad from being displayed on a search result. If you have phrase and broad matched keywords in your account and some of the variations do not have good conversion rates, you could use a negative keyword to stop your ad from showing on a search result.
Before implementing negative keywords, you should have a way to measure your conversion rates and cost per conversion. In Chapter 15, we will discuss a free conversion tool that Google offers to measure your results.
The reason why you need conversion tracking implemented into your account is that when you add negative keywords to your account, some very specific things should happen:
- Your click-through ...