Google AdWords have 5 keyword matching options.

1. Broad – allows other keywords to be included or relevant (as deemed by Google) keywords to be substituted.

2. +Broad +Match +Modified – Guarantees the keywords following each + will be in the search query. Other terms may be included

3. “phrase” – allows the keyword to be shown in the phrase order i.e. “red shoes” with terms before or after the phrase.

4 [exact] – allows your ads to show only on the exact keyword specified.

5. –negative – will restrict your ads from appearing for the –negative keyword. i.e. “red shoes” with a negative –kids prevents the ads from appearing for “kids red shoes”. Negative Keywords can be included in Broad, Phrase and Exact Match Types – Learn more


If you are using Broad or “Phrase” match keywords then negative keywords need to be identified. Negative keywords can be added at the Campaign level to cover all ad groups under the campaign or at the ad group level to cover only specific ad groups.

Yes. In addition to the standard negative match option, you can create negative phrase-matched and negative broad-matched keywords. Details about each are below.

1. Negative Keywords:

You can add negative keywords at both the ad group level and the campaign level. Adding a negative keyword at the ad group level means that the term will only affect the ads in the ad group. A campaign-level negative keyword will apply to all ads in all ad groups in that campaign. Learn how to add, edit, or delete negative keywords.

For example, adding free trial as a negative keyword to your account would prevent your ads from showing on any search queries containing the terms free and trial. It wouldn't prevent your ads from showing on variations of these terms, however. It also wouldn't prevent your ads from showing on search queries that only contain one of the terms.

For example, the search queries one-day trial and free test could trigger your ads, while free one-day trial could not.

2. Negative Phrase-Matched Keywords:

You can create a negative phrase-matched keyword by surrounding the term with quotation marks. Here's an example:

"free trial"

If you were to add "free trial" as a negative keyword to your account, the system wouldn't let any search query containing the phrase free trial trigger your ads. The search query free trial lesson would not trigger your ads, for instance. The rules of phrase match still apply, however, so your ads could possibly show on the search query trial or free one-day trial.

3. Negative Exact-Matched Keywords:

You can create a exact-matched keyword by surrounding the term with brackets. For example:

[free trial]

Adding this as a negative keyword would prevent your ads from showing on the search query free trial only. Search queries such as free trials, free, and one-day free trial could still trigger your ads.

It's a good idea to add relevant variations of your negative keywords, including both the singular and plural forms. Learn more about adding effective negative keywords to your ad group or campaign by contacting 314 Marketing.