What Does the Quotation and Brackets Mean in Negative Keywords?

The quotation marks and brackets in negative keywords denote different types of matches that prevent your ads from appearing in certain search results. Quotation marks indicate a phrase match, meaning your ad will be blocked if the exact phrase within the quotations is searched. Brackets, on the other hand, specify an exact match, so your ads won’t show if the precise search term inside the brackets is used.

Full Explanation

Negative keywords are an essential part of managing search ads effectively. They define which searches should exclude your ads from appearing. When quotation marks are used around a negative keyword, it signals a phrase match. This means the ad won’t be triggered if the search query contains that exact phrase in the same order.

Brackets around a negative keyword indicate an exact match. Ads are blocked only if the search query matches that exact keyword term with no additional words or variations.

Step-by-Step Breakdown

1. Quotation Marks (” “): Use these to exclude searches that contain a specific phrase exactly as written. Your ads will not show on any search containing that phrase.
2. Brackets ([ ]): Use these to exclude searches that exactly match the keyword inside the brackets. The ad won’t appear on any search that exactly corresponds to that term.

Real Examples

If you add a negative keyword like “running shoes” (in quotation marks), your ads will not appear when someone searches for that exact phrase, such as buy running shoes or best running shoes. However, searches like shoes for running might still trigger your ads.

If you add a negative keyword like [running shoes] (using brackets), your ads won’t show only when the exact term “running shoes” is searched exactly as it is, without any additions before or after.

Common Mistakes

• Confusing phrase match (quotations) with exact match (brackets), leading to either too broad or too restrictive exclusions.
• Using brackets when you intend to exclude a phrase, causing your ads to show in searches you expected to block.
• Forgetting that phrase match can include additional words before or after the phrase, which may still trigger ads if used incorrectly.

FAQs

Q: Can I use both quotation marks and brackets in the same negative keyword list?

A: Yes, but they serve different purposes. Quotation marks exclude phrase matches while brackets exclude exact matches. Understanding their difference helps refine your targeting.

Q: What happens if I don’t use quotations or brackets?

A: Without either, negative keywords typically act as broad matches, which can block a wider range of searches than intended.

Key Takeaways

• Quotation marks define phrase match negative keywords, blocking ads on searches containing the exact phrase.
• Brackets define exact match negative keywords, blocking ads only on searches matching the keyword precisely.
• Knowing the difference helps prevent your ads from appearing in unwanted searches and improves campaign targeting.