Note: This is Part 2 of a three-part series on negative keywords. Part 1 provides an introduction to negative keywords. Part 3 provides a valuable list of negative keywords to improve your campaign and increase your ROI.
Many of the default settings in Google AdWords and Bing Ads are created in a way that works against a novice Pay-Per-Click (PPC) advertiser. One example of this is the use of the default “broad match” match type. Google defines broad match as a keyword match type that “include(s) misspellings, synonyms, related searches, and other relevant variations”. The problem with this match type is that what Google defines as “related searches” and “other relevant variations” are simply not as related or relevant as many advertisers would hope. keep reading