Post by nurnobisorker80 on Nov 10, 2024 5:05:21 GMT
Today we will analyze what "minus words" are and why they are needed when setting up an advertising campaign in Yandex.Direct . The basic principles will also be applicable to setting up contextual advertising in Google Ads, with some minor differences.
Let's start with the basics: what are negative words in contextual advertising?
Negative words are the opposite of keywords. If we specify keywords so that ads are shown for them, then negative words are specified so that ads are not shown for them. Negative words clarify keywords and limit display for non-targeted queries, thereby improving traffic quality and saving the lion's share of the budget.
To better understand all this, let's look at off page seo service an example: an online store selling upholstered furniture at retail. By default, the keyword "upholstered furniture" in content advertising will appear for all queries. That is, the ad will pop up for the following user queries:
"Upholstered furniture stain removal";
"Reupholster upholstered furniture";
"Wholesale upholstered furniture".
Thus, we get a non-target audience that is not even going to buy our product, and advertising funds for clicks on them will be spent. And part of the advertising budget will be thrown to the wind.
A minus word is a kind of filter that removes all those search queries that are not related to our advertising goal.
Negative words in Yandex.Direct can be entered at the level of the entire advertising campaign, ad group, and keyword phrase.
Negative phrase and negative word – how it works
A specific single word that, after analysis, must be excluded from a potential client's search query so that it does not lead to unwanted display of an ad is a negative word.
For our usual keyword "Upholstered furniture" the minus word "care" gives us a filter for the queries: "Upholstered furniture care" and "Care for upholstered furniture". There can be many such words. They will be associated with our key phrase and, when added to the keyword in the search, lead to unwanted display of content advertising. We exclude them.
A negative keyword filters a search query when it appears in its entirety. It is entered at the ad group and campaign level.
Let's say if the minus phrase is "Southwest of Moscow", then the search query "STO Southwest of Moscow" and "Soft furniture Southwest of Moscow" will not lead to the display of our ad.
The main thing to understand is that a negative phrase only works when it is entered in the search bar in its entirety, and this does not mean that all the words in it will be considered as negative words. That is, if one word falls out of the phrase, it will not work. For the queries "STO West of Moscow" and "Soft furniture West of Moscow", content advertising will be shown.
When selecting negative phrases for ad groups, look for everything that is indirectly related to your product, but does not lead to the target action. Perhaps your service or product only partially covers the demand, for example, territorially - not throughout the entire country or city. There may be options for the form of payment and time frames (working hours), which can also be filtered or excluded.
For example, if you deliver set meals in St. Petersburg, then exclude "set meal delivery Moscow" and "set meal delivery Yekaterinburg". If delivery is not 24/7, exclude "set meal delivery 24/7". If payment is cash only, exclude "set meal delivery payment by card", etc.
At the campaign level, exclude everything that does not describe at least one group that we are advertising. First of all, these are words that do not reflect the required target action (call, order). For example, "reviews", "photos", "used", etc. Secondly, this is all the garbage like "download", "free" and all that stuff.
Let's start with the basics: what are negative words in contextual advertising?
Negative words are the opposite of keywords. If we specify keywords so that ads are shown for them, then negative words are specified so that ads are not shown for them. Negative words clarify keywords and limit display for non-targeted queries, thereby improving traffic quality and saving the lion's share of the budget.
To better understand all this, let's look at off page seo service an example: an online store selling upholstered furniture at retail. By default, the keyword "upholstered furniture" in content advertising will appear for all queries. That is, the ad will pop up for the following user queries:
"Upholstered furniture stain removal";
"Reupholster upholstered furniture";
"Wholesale upholstered furniture".
Thus, we get a non-target audience that is not even going to buy our product, and advertising funds for clicks on them will be spent. And part of the advertising budget will be thrown to the wind.
A minus word is a kind of filter that removes all those search queries that are not related to our advertising goal.
Negative words in Yandex.Direct can be entered at the level of the entire advertising campaign, ad group, and keyword phrase.
Negative phrase and negative word – how it works
A specific single word that, after analysis, must be excluded from a potential client's search query so that it does not lead to unwanted display of an ad is a negative word.
For our usual keyword "Upholstered furniture" the minus word "care" gives us a filter for the queries: "Upholstered furniture care" and "Care for upholstered furniture". There can be many such words. They will be associated with our key phrase and, when added to the keyword in the search, lead to unwanted display of content advertising. We exclude them.
A negative keyword filters a search query when it appears in its entirety. It is entered at the ad group and campaign level.
Let's say if the minus phrase is "Southwest of Moscow", then the search query "STO Southwest of Moscow" and "Soft furniture Southwest of Moscow" will not lead to the display of our ad.
The main thing to understand is that a negative phrase only works when it is entered in the search bar in its entirety, and this does not mean that all the words in it will be considered as negative words. That is, if one word falls out of the phrase, it will not work. For the queries "STO West of Moscow" and "Soft furniture West of Moscow", content advertising will be shown.
When selecting negative phrases for ad groups, look for everything that is indirectly related to your product, but does not lead to the target action. Perhaps your service or product only partially covers the demand, for example, territorially - not throughout the entire country or city. There may be options for the form of payment and time frames (working hours), which can also be filtered or excluded.
For example, if you deliver set meals in St. Petersburg, then exclude "set meal delivery Moscow" and "set meal delivery Yekaterinburg". If delivery is not 24/7, exclude "set meal delivery 24/7". If payment is cash only, exclude "set meal delivery payment by card", etc.
At the campaign level, exclude everything that does not describe at least one group that we are advertising. First of all, these are words that do not reflect the required target action (call, order). For example, "reviews", "photos", "used", etc. Secondly, this is all the garbage like "download", "free" and all that stuff.