Step 7 - Negative Matching

If we were to pinpoint a single technique that'll significantly lower your advertising expenses, while simultaneously boosting your conversion rate, it would no doubt be negative matching. 

Here are three kinds of negative matches:

1.  Negative Exact Match

2.  Negative Broad Match

3.  Negative Phrase Match

 Negative Matching Leads to a More Targeted Campaign

We'll show you how to use each of these techniques; however, the negative exact match will be the mandatory one that you must implement.  To make it easier on you, we'll use our fictitious business, flashdiscounttextbooks.com, to perform negative matches.  More...

     Flash Textbooks using Negative Matching to Dominate

Let's say that we're running AdWords hardcore for the first time around with the long term goal of dominating the online textbook industry with Flash Discount Textbooks.  At the outset, we would NOT want to bid on super competitive, general keywords like textbook or used textbooks.

Even if you have the luxury of a huge PPC budget, it still behooves you to do a negative exact match.   In your keywords list for your entire Ad Campaign, you must then add textbook and used textbooks for a negative exact match.

This ensures that you'll bid on a multitude of niche keywords containing textbook and used textbooks but not these exact terms.  So, if someone googles used textbooks free shipping, then your ad will be triggered.  If one were to search with just used textbooks, then your ad will not show up.  More...