For example, adding the word "free" as a negative keyword will tell Google Ads not to show your ads to people who use the word "free" in their search query.
Keywords to exclude
If you're choosing keywords to bid on in Google Ads, why would you need to specify negative keywords?
Well, Google Ads allows you to specify “broad match” keywords. This means that Google can show your ad for your exact keyword, but also variations of it.
For example, you might bid on the keyword “best toasters.” If you’ve chosen broad match, Google might show your ads when people search for “best toasters under $20” and “best toasters with bagel function.”
This is where negative keywords come in. They allow Google to show your ad for related queries, but not for those you don't want to bid on.
Choosing your target keywords defines your online strategy and determines the type of people who will visit your website.
Sometimes you'll want to target the same keywords for student data SEO or PPC campaigns. But not always.
Here are some guidelines for choosing the best keywords for SEO and those ideal for PPC.
Ideal keywords for SEO:
Informational keywords (“how to do X”, “what is X”)
Keywords that have low competition in SERPs
Keywords with high purchase intent but low competition
Keywords your target customer uses when they are not searching for exactly what you are selling
Keywords where your team could provide unique value via a blog post
Ideal keywords for PPC:
Keywords with a fairly specific purchase intent (“Marketing Software”)
Keywords someone searches for your exact product (“Keyword Research Tool”)
Branded keywords that include you or a competitor (“Nike shoes” or “Adidas shoes”)
How to use keywords.
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