We wanted to bring attention to an important feature of negative keywords that many advertisers frequently overlook when composing their negative keyword list: keyword match types.
You may know about the different keyword match types (broad, phrase, and exact) for the keywords you want to show your ads on. But did you know that negative keywords also run on these different keyword match types? Many advertisers use broad match for their negative keywords, and accidentally filter out too many search queries, including ones that they would have wanted their ad to show on. Let's check out an example below.
Say you own a men's clothing store and you would like to increase traffic to your site by running a special winter holiday campaign for your men's accessories line. In the Search Query Report you recently ran, you noticed that the ads in your holiday campaign for men's accessories are also showing up when users are searching for women's silk scarves. You have the broad match keywords silk ties, wool scarves, and men's gifts in your keyword list, and now you want to add the negative keyword of silk scarves. But which negative keyword match type should you choose? Below is a graph illustrating what would happen if you chose negative broad (-silk scarves), negative phrase (-"silk scarves"), and negative exact (-[silk scarves]) match types.