The exclusion list that keeps your budget from funding irrelevant clicks. If you are selling enterprise software, you probably do not want to bid on "free software download" or "student discount code." Negative keyword management is ongoing maintenance, not a one-time setup. As match types have broadened, the negative keyword list has become more important, not less. A good negative keyword strategy and a good search terms monitoring cadence are the same thing.
Ad tech glossary
Negative Keywords
Technical definition
Keywords that prevent your ad from being triggered by certain words or phrases.
The ADLINGO translation
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Related terms
- Ad Rank
- Broad Match Modifier (RIP)
- Discovery Campaigns
- FLEDGE (First Locally-Executed Decision over Groups Experiment)
- FLoC (Federated Learning of Cohorts)
- Local Service Ads
- Match Types
- Maximize Conversion Value
- Performance Max
- PRAM (Partnership for Responsible Addressable Media)
- Privacy Sandbox
- Project Rearc
Where this shows up
Google Monopoly for the CMO
When asked what today's ruling against Google means for advertisers, here is what I say. (Without making a prediction about a breakup.)
Monetizing AI Overviews
Ads in Google's AI Overviews are already natively integrated for immediate shoppability. What does this mean for advertisers, publishers, and the future of the ad supported Internet?
