If you’ve ever done any work with Google Ads, you’ll know a little about match types – Broad, Phrase, and Exact. Google itself often encourages its advertisers to use Broad match keywords, which can cause a lot of bad clicks to come in.

Why Is It Important to Use Negative Keywords with Broad Match?

Broad, is the default match type and it brings in the most amount of traffic. This means you get a lot of irrelevant clicks as your ad will show up for any search query that includes any word in your search phrase, in any order.

For example, in our Google Ad account, we have the following broad match keywords.

Blueprint Google Search Terms

This yielded the following clicks:

Blueprint Google Search Results

From these results, I would not want to be clicked on for the following again:

  • digital marketer guarantee
  • kelly rae calgary marketing
  • tyler chisholm calgary

Introducing Negative Keywords

Negative keywords tell Google that you do not want to appear in a search containing that keyword. Like regular searches, you can have broad, phrase, and exact negative match keywords.

For example, if I do not want to appear for digital marketer guarantee again, I could add the following negative keywords.

  • Guarantee – Broad match, so I will never appear in a search that includes guarantee.
  • “Digital Marketer Guarantee” – Phrase match, I will never appear for any searches that are a variation of digital marketer guarantee, like cheap digital marketer guarantee.
  • [Digital Marketer Guarantee] – Exact match, I will not appear for the search term digital marketer guarantee.
  • Other negative keywords I would add are: kelly, rae, tyler, chisholm

A finely tuned Google Ads campaign adds negative keywords every single day that it is running. Daily maintenance will lower your cost per lead and save you money, so it’s worth taking at least a few minutes each day.

When Should You Use Broad Match Keywords?

If you are managing your campaign yourself, and have no formal training, you shouldn’t use broad match keywords. This is because Google itself will often make suggestions to bid higher on broad match, which will lead to you paying a high click cost on irrelevant clicks.

If you do have some experience adjusting bids, watch your clicks every day, and have conversion tracking setup, then you should be okay to use broad match keywords.

If, you do not have any experience running a Google Ad campaign, hire a professional Google Ad and SEO expert. Google Ads is the most expensive type of digital/internet marketing, and if not set up correctly can cost you a lot of money.