Что такое минус слова в контекстной рекламе — эффективная реклама в Яндекс Директ и Google Ads без использования минус слов невозможна.
What do negative keywords mean??
Negative keywords are words that your ads will not be served for. They help reduce the number of non-targeted impressions and clicks, divide the target audience by intent, and significantly improve the effectiveness and quality of advertising campaigns.
Consider an example: your company provides tile laying services. Accordingly, the main keyword is "laying tiles”. In this case, queries will include phrases like "laying tiles with your own hands". So, the phrase “with your own hands” must be added to the list of negative words, so that the ad for the query "laying tiles with your own hands" is not shown. Why clicking on such a phrase will lead to a waste of the budget is obvious.
This was the simplest and most obvious example of negative keywords, but sometimes there are cases that you don't even know about.
Let's try to demonstrate such a case:
We can see above that companies that advertise self-leveling floor services did not cut off non-targeted requests well enough. You can, of course, say that such phrases will not lead to budget overruns, since people will not click on the ad. However, impressions for such non-targeted keywords will at least reduce CTR and lead to an increase in CPC.
In the next article, we will look at tools for working with keywords and effectively searching for negative keywords.
