Use Adwords exclusion words | Weboptim
Our Google Adwords search advertising is targeted at keywords that we have specified for that campaign or ad group.
In addition to plain keywords, we have the option to include words of exclusion words that you do not want to appear in the list. Careful thought should be given to what words are entered here and how, 1-1 poorly chosen exclusion words can result in losing valuable clicks.
For example, we have an air conditioner web store that we don't want to show "free air conditioning" word. After all, we don't give them away for free. 🙂 If you look at the results list, you can see that there are some market players who do show up:
If we include it as an exclusion keyword, this will not happen. The exclusion words using so you can avoid showing the ad to users who are not your target group.
The words campaign- and at ad group level we can also exclude. If you exclude at ad group level, you only include the keywords that are in that group.
As with normal (positive) keywords, we have the possibility to use different matching settings:
General agreement
Unlike normal advertisements, plurals, typos and synonyms do not apply. In the case of a general match, our ad will not be displayed if all the words of the exclusion word are included in the search term (the order of the words no matter).
For example, we add the keyword 'website template' to the exclusion list. In this case, if someone searches for 'website template creation' or 'website wordpress template', our ad will not appear (since both exclusion words are included), but if someone searches for 'webshop template', it will, since it does not include the word 'website'.
Expression match
If the search includes the term you are looking for (here matters the order of the words), there will be no appearance, but no other word can be inserted between the words.
For example, we add the term "laptop comparison" to the list of exclusion words. If someone searches for 'Asus laptop comparison', our ad will not appear. However, if a user searches for 'laptop brand comparison', it will show up, because it will no longer block our exclusion (because it has a word wedged in between).
Exact match
The ad will only not appear if the user searches for the exact term. If any other words appear before or after it, the block will be unblocked.
For example, the term [car hire Szeged] is excluded. If someone enters only this and exactly this, the ad will not appear. However, if the search term is 'car rental szeged belváros', our ad will be displayed.
If our site is on the ranked well in organic search results for that keyword, you should also include it in the exclusion list, but only with an exact match. If you think about it, there's no need for your ad to appear and your site to appear below it in the results list.
The picture below shows such a case:
Of course, we can't say that it's pointless to advertise in such cases, but it's worth a try to exclude.
What words should be excluded?
- geographical areas - where our product/service is not available
- comparison, opinion, experience -where the primary aim is to gather information, not to buy
- job, work-related words - unless you are looking for employees
- free, free of charge, used words - if we offer a new product
- download, downloads - unless you can download the content
So the benefits of using:
- only relevant our ad appears in searches
- fewer (irrelevant) impressions -> higher click-through rate
- will be lower than the Costs
- because only people who are looking for the ad will see it
- improve keywords quality indicatorwell
- higher CTR -> better quality index -> better position -> lower CPC
It is worth reviewing and refining the keywords provided for ads from time to time, and expanding the list of excluded keywords on this basis. This will make your Adwords campaign even more effective. 🙂