Скачать или смотреть L1T3: Negative Match Types

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A Step-By-Step strategy to set up Sponsored Ad campaigns the right way!

One of the fundamental principles while optimizing your campaigns is understanding the difference between a negative exact match type and a negative phrase match type. The negative exact match type is very simple to understand. Basically, the entire word, if it's put into a negative match type, the entire word or phrase is not going to be shown for that particular campaign. So for example, here is a search term, right? Acrylic nail kit.

If I were to add this into my campaign as a negative, and if I selected that and added it as a negative exact phrase match, that means any time a shopper searches for acrylic nail kit, that exact search term, I will not have any more impressions in this particular campaign. Now, if I selected a negative phrase for this example, acrylic nail kit, that means the term acrylic nail kit in any order, if there's a word before it or a word after it, that means I'm not going to get any visibility. As long as the three words acrylic nail kit are in order anywhere within the search term, I'm not going to get any visibility.

So it could say pink acrylic nail kit, and if I had a negative phrase, then it would not be shown for this particular campaign. If the person searched for pink acrylic nail kit and I had it as a negative exact, I still will get visibility, because the negative exact would be acrylic nail kit, and the person searched for pink acrylic nail kit. So that is the main difference between negative exact and negative phrase.

Once again, if the term acrylic nail kit was put into our campaign as a negative exact, then if a customer shopped and searched for acrylic nail kit, the exact term, and we have it in as a negative exact, we will no longer get impressions for acrylic nail kit. If you put that in as a negative phrase, then any time the term acrylic nail kit shows up inside of the customer search term in any way, shape, or form, whether there be a word before it or after it, we will not get visibility, because we have it in as a negative phrase match. So pink acrylic nail kit will not show because acrylic nail kit is located in the search term pink acrylic nail kit.

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