My Digital Insight

The negative keywords are very important for the campaign because we don't want to spend extra money on irrelevant clicks. Therefore, we need to research and find negative keywords from the search report.  There are two important concepts to find keyword ideas from the search report: (1) From Data: the course instructor suggests that we filter out all the keywords with over 100 clicks, any keywords with less than 30 clicks are not valuable enough to analyze.  (2) See Conversions: if the keyword has a lot of clicks but a low conversion rate, it's better to add it to the negative keywords because of the high CPC.  Once we have done all the research, how to organize those keywords? The point of the negative lists is to create collections of negative keywords that you want to reuse for multiple campaigns, so you don't have to keep adding the same negative keywords to each of the different campaigns. According to the Google Ads instructor Isaac, the mo...

Phrase Match According to the course, phrase match uses quotation marks ("") to make sure your ad only appears for searches containing your exact keyword and close variants, with additional words or phrases before or after your keyword.  It still can generate many bad clicks for irrelevant queries. And the click-through rate is low. For example, a phrase match keyword could be "winter coat" , if someone is searching for "winter coat for sale" , the ad will show on the Google search result. Even though "for sale" is not included in the phrase, but the phrase keyword "winter coat" is included and also in the same order, so the ad will show.  However, if someone searches "coat for winter", the ad will not show. Even though it includes "coat" and "winter", but it is not in the right order, so it is not eligible to trigger the ad. Pros of phrase match: begin to get more control of your search terms s...