Negative Keyword - If your keyword is baseball cap and you add the negative keyword -fitted, your ad will not appear when a user searches on fitted baseball cap. You can apply this option for a keyword at both the Ad Group and campaign level.

And if you think about it - it is a “win/win” situation for you and the potential clients who are not being taken by the search engines to sites that are unrelated to what they were searching for in the first place. Since you gain no benefit from paying for clicks by internet searchers that are not interested in your products/services ---it becomes an ideal situation for both you and your potential clients. Being aware of and properly applying these simple techniques will ensure that you get the greatest bang for your advertising buck, while increasing your “targeted” traffic.

To learn more about the benefits of keyword matching options, look for the frequently asked question section of the search engine application you are using.

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