How do I add one-word and two-word negative keywords?

The short answer is that one-word negative keywords like ‘Volkswagen’ can be added directly, without phrase or broad match. Two-word negative keywords such as ‘Rolls Royce’ should be added as phrase match to ensure the exact phrase is excluded.

Full Explanation

When managing negative keywords in your campaigns, it’s important to distinguish between single-word and multiple-word terms. For a single word, you can simply add the negative keyword by itself. This means you do not need to use phrase match or broad match modifiers because you want to prevent your ads from showing whenever someone searches using that exact word, no matter the context.

However, when dealing with two-word keywords such as brand names or city names, you must use phrase match. Adding them as phrase match ensures that the exact combination of the two words is excluded together, and your ads won’t show for those specific search phrases. For instance, if the keyword is a city name made up of two words like ‘Boca Raton,’ phrase match is essential to treat the two words as a unified keyword.

Step-by-Step Breakdown

Identify the negative keyword you want to add.
If it is one word (e.g., ‘Volkswagen’), add it directly without any match type modifiers.
If it consists of two words (e.g., ‘Rolls Royce’ or a city name like ‘Boca Raton’), add it as a phrase match negative keyword.
By adding two-word keywords as phrase match, you ensure searches containing the exact phrase won’t trigger your ads.
This process keeps your ad targeting relevant and avoids wasting budget on unwanted traffic.

Real Examples

One-word negative keyword: Volkswagen (added simply as “Volkswagen”)
Two-word negative keyword: Rolls Royce (added as “”Rolls Royce””)
Two-word city name negative keyword: Boca Raton (added as “”Boca Raton””)

Common Mistakes

Adding two-word negative keywords without phrase match, which can result in partial matches and unexpected ad triggers.
Using phrase match unnecessarily for single-word negative keywords, which is redundant and may complicate keyword management.
Failing to add city names as phrase match when they consist of multiple words, causing ads to show for either word separately.

FAQs

Can I use broad match for one-word negative keywords?

For one-word negative keywords, you simply add them as is, which covers any variation without needing broad match.

Why must two-word negative keywords be phrase match?

Phrase match ensures that only the exact two-word phrase is excluded, preventing ads from triggering when only one of the words appears.

Should city names always be phrase match?

Yes, if the city name has two words, it should be treated as a phrase match negative keyword.

Key Takeaways

One-word negative keywords are added simply by listing the word.
Two-word negative keywords require phrase match to exclude the exact phrase.
City names with two words should also be added as phrase match negative keywords.
This approach helps you control where your ads appear without unwanted triggers.