deltamethod defines different types of negatives that can be used to manage your Google AdWords account in order to receive better traffic. Recall the SEA topic negatives to understand the different types of negatives. In the following we will show you how to implement standard, inline, punk and match type negatives. All negatives are by default deactivated. To activate the different negatives, click on the tab “Negatives” within the corresponding template that you have created (see create template, keywords and URLs).
In all templates activate standard negatives by changing the setting to “on” in the negatives tab of the according template. Then, all negatives that you have inserted in the tables column “negatives” will apply (see fill data into new table). Thereby standard and Inline negatives will be activated, because these are the types that are usually filled into table columns.
Inline negatives have to be set manually like standard negatives. Therefore, insert these negatives into the corresponding tables and they will automatically apply as soon as you set the standard negatives to “on” in the negatives tab of the according templates.
Punk negatives are only available in templates that consist of two tables, where at least one of the tables is of the type “Category”, “Verbs” or “Attribute”. If activated punk negatives use this templates keywords as negatives for its parent template. A parent template is the template that contains the same campaign defining table without additional support tables. The Campaign Suite does this fully automatically. In contrast to standard and inline negatives it’s not necessary to enter any of these negatives into tables.
Match type negatives are available in templates that have one or two tables assigned. Furthermore, like punk negatives these negatives are also restricted to certain tables, including “colors”, “buy”, “sale”, and “category”. To implement match type negatives, select “on”.
When using broad negatives, you empower Google to block all search queries it considers as having a broad relationship to the particular negative you set. Google might block search queries the advertiser considers as relevant. Therefore, be careful with the match type “broad” for negatives!
- Felix Bohn, Account Consultant