Defined:Refers to some of the keywords you do not want your ads to be searched out, in order to avoid ads appearing under unrelated search terms, filter invalid traffic. Data show that about 76% of advertising budgets are wasted on the wrong target keywords, and the use of negative keywords can help improve the quality of ad clicks and reduce non-essential advertising costs.

For example: "Paid Products" and "Free Products", set negative keywords: "Free", to avoid the advertising of paid products to users who need free products.

Negative keywords do not show approximate variations of excluded keywords, such as "non-alcoholic drinks" and "alcoholic drinks", and if you set negative keywords: Alcoholic Drinks, your ads will not show when the user searches for Drinks, unless the user searches for non-alcoholic drinks.

In addition, in Google's search ad interface, "Search Terms," you can see which search terms are triggering ad impressions, and periodically confirm that words that are not relevant to the product include negative keywords.
If there are multiple product ads at the same time, there are multiple repeated keywords, you can set up a Negative keywords list negative keyword order in Library, can be applied to all ads, reduce the time to repeat negative keywords, improve efficiency.

Keyword matching is divided into four categories: Broad Match, Broad Match Modifier, Phrase Match, Exact Match

Number of searches triggered:Broad Matchs - Broad Match Modifications . . . Character Phrase Matchs - Complete Matches.

Broad Match:Spelling errors, synonyms, near-meaning swords, related search terms, or other related variations trigger an ad display. Such as "women's hat" , "women's hat" , " women's clothing " , applicable to the product is not clearly suitable for keywords and has a budget basis, you can use a wide range of matches to test and explore the product-appropriate keywords. At the end of the test, you can find out which keywords have high clicks, high conversions, and troubleshoot unrelated search terms.

Broad Match Modifier :All words marked with a plus sign must appear in the search term, in an unlimited order. For example, the women's and the hats. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Compared with broad match and perfect match, its is in the balance of search volume and relevance, can make the product ads get the maximum exposure, more flexible, the user of advertising display is the most relevant.

Phrase Match:Matches the phrase, and there are other words before and after it. For example, "Women's Hats" and "Blue Women's Hats" ,Promotional Hats, but it is important to note that if other words are inserted between phrases, or if the order of words in the phrases is different, the advertisement will not be displayed.

Exact Match:The search term is exactly matched to the word or in a close variant of the word, with the same search term as the keyword. In the only addition or deletion of prepositions, conjunctions, etc. do not affect the search intention of words or word order changes, such as "women's hat" "women's hat" "women's hat" "women's hat" "women's hat" "women's hat" " women's hat. When it is clear that a particular keyword can generate conversions, you can use exact matching to maximize the benefits of that keyword.

Defined:Store ratings, store address links, contact information, commonly used advertising, promotional information, additional promotional information, etc. Adding additional information to your ads can increase the area of your ad and increase the chance scuttle of your users, giving users more reasons to choose. With the use of links, customers can be more accurate lying to the relevant pages, increasing the ad click-through rate and increased exposure.

Defined:Google uses attractive ad formats to attract a wider customer base by placing various forms of advertising on Google's websites and partner sites. When setting up Google text ads, you'll choose to join GDN by default, and text ads will appear on Google's Display Network, where your ads will appear on some of Google's websites, and people may see your ads when they browse other pages.

For text ads, unlike users who search for specific queries, users who access ads on random sites have a low buying intent, and text without color image ads is more attractive. While the click-through rate for display ads on the Display Network increases, so does the cost of click-through ads. Easy to cause advertising costs of investment and actual access to benefits are not proportional, low return on investment. So make it clear if Google Display Network is needed.