{"id":4562,"date":"2020-09-10T07:57:29","date_gmt":"2020-09-10T04:57:29","guid":{"rendered":"https:\/\/agency-5.ru\/?p=4562"},"modified":"2024-10-24T08:14:59","modified_gmt":"2024-10-24T05:14:59","slug":"chto-takoe-minus-slova-v-kontekstnoj-reklame-pochemu-ih-tak-vazhno-ispolzovat","status":"publish","type":"post","link":"https:\/\/agency-5.ru\/en\/chto-takoe-minus-slova-v-kontekstnoj-reklame-pochemu-ih-tak-vazhno-ispolzovat\/","title":{"rendered":"What are\u201d negative keywords " in contextual advertising and why it is so important to use them?"},"content":{"rendered":"

\u0427\u0442\u043e \u0442\u0430\u043a\u043e\u0435 \u043c\u0438\u043d\u0443\u0441 \u0441\u043b\u043e\u0432\u0430 \u0432 \u043a\u043e\u043d\u0442\u0435\u043a\u0441\u0442\u043d\u043e\u0439 \u0440\u0435\u043a\u043b\u0430\u043c\u0435 – \u044d\u0444\u0444\u0435\u043a\u0442\u0438\u0432\u043d\u0430\u044f \u0440\u0435\u043a\u043b\u0430\u043c\u0430<\/a> \u0432 \u042f\u043d\u0434\u0435\u043a\u0441 \u0414\u0438\u0440\u0435\u043a\u0442 \u0438 Google Ads \u0431\u0435\u0437 \u0438\u0441\u043f\u043e\u043b\u044c\u0437\u043e\u0432\u0430\u043d\u0438\u044f \u043c\u0438\u043d\u0443\u0441 \u0441\u043b\u043e\u0432 \u043d\u0435\u0432\u043e\u0437\u043c\u043e\u0436\u043d\u0430.<\/p>\n

What do negative keywords mean?<\/strong>?<\/strong><\/h2>\n

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.<\/p>\n

Consider an example:<\/strong> \u0432\u0430\u0448\u0430 \u043a\u043e\u043c\u043f\u0430\u043d\u0438\u044f \u043f\u0440\u0435\u0434\u043e\u0441\u0442\u0430\u0432\u043b\u044f\u0435\u0442 \u0443\u0441\u043b\u0443\u0433\u0438 \u043f\u043e \u0443\u043a\u043b\u0430\u0434\u043a\u0435 \u043f\u043b\u0438\u0442\u043a\u0438. \u0421\u043e\u043e\u0442\u0432\u0435\u0442\u0441\u0442\u0432\u0435\u043d\u043d\u043e \u0433\u043b\u0430\u0432\u043d\u043e\u0435 \u043a\u043b\u044e\u0447\u0435\u0432\u043e\u0435 \u0441\u043b\u043e\u0432\u043e – \u201c\u0443\u043a\u043b\u0430\u0434\u043a\u0430 \u043f\u043b\u0438\u0442\u043a\u0438\u201d, \u0432 \u044d\u0442\u043e\u043c \u0441\u043b\u0443\u0447\u0430\u0435 \u0432 \u0437\u0430\u043f\u0440\u043e\u0441\u0430\u0445 \u0431\u0443\u0434\u0443\u0442 \u043f\u043e\u043f\u0430\u0434\u0430\u0442\u044c\u0441\u044f \u0444\u0440\u0430\u0437\u044b \u0442\u0430\u043a\u043e\u0433\u043e \u0442\u0438\u043f\u0430 \u201c\u0443\u043a\u043b\u0430\u0434\u043a\u0430 \u043f\u043b\u0438\u0442\u043a\u0438 \u0441\u0432\u043e\u0438\u043c\u0438 \u0440\u0443\u043a\u0430\u043c\u0438\u201d. \u0422\u0430\u043a \u0432\u043e\u0442, \u0444\u0440\u0430\u0437\u0443 \u201c\u0441\u0432\u043e\u0438\u043c\u0438 \u0440\u0443\u043a\u0430\u043c\u0438\u201d \u043d\u0443\u0436\u043d\u043e \u043e\u0431\u044f\u0437\u0430\u0442\u0435\u043b\u044c\u043d\u043e \u0434\u043e\u0431\u0430\u0432\u043b\u044f\u0442\u044c \u0432\u00a0\u043b\u0438\u0441\u0442 \u043c\u0438\u043d\u0443\u0441 \u0441\u043b\u043e\u0432, \u0447\u0442\u043e\u0431\u044b \u043e\u0431\u044a\u044f\u0432\u043b\u0435\u043d\u0438\u0435 \u043f\u043e \u0437\u0430\u043f\u0440\u043e\u0441\u0443 \u201c\u0443\u043a\u043b\u0430\u0434\u043a\u0430 \u043f\u043b\u0438\u0442\u043a\u0438 \u0441\u0432\u043e\u0438\u043c\u0438 \u0440\u0443\u043a\u0430\u043c\u0438\u201d \u043d\u0435 \u043f\u043e\u043a\u0430\u0437\u044b\u0432\u0430\u043b\u043e\u0441\u044c. \u041f\u043e\u0447\u0435\u043c\u0443 \u043a\u043b\u0438\u043a \u043f\u043e \u0442\u0430\u043a\u043e\u0439 \u0444\u0440\u0430\u0437\u0435 \u043f\u0440\u0438\u0432\u0435\u0434\u0435\u0442 \u043a \u043d\u0430\u043f\u0440\u0430\u0441\u043d\u043e\u0439 \u0442\u0440\u0430\u0442\u0435 \u0431\u044e\u0434\u0436\u0435\u0442\u0430 \u043e\u0447\u0435\u0432\u0438\u0434\u043d\u043e. \u0415\u0441\u043b\u0438 \u0432\u044b \u0438\u0449\u0435\u0442\u0435 \u0441\u0443\u043f\u0435\u0440\u043a\u043b\u043e\u043d , \u0421\u0443\u043f\u0435\u0440 \u041a\u043b\u043e\u043d \u0420\u043e\u043b\u0435\u043a\u0441 \u2013 \u044d\u0442\u043e \u0442\u043e, \u0447\u0442\u043e \u0432\u0430\u043c \u043d\u0443\u0436\u043d\u043e! \u0421\u0430\u043c\u0430\u044f \u0431\u043e\u043b\u044c\u0448\u0430\u044f \u043a\u043e\u043b\u043b\u0435\u043a\u0446\u0438\u044f \u043f\u043e\u0434\u0434\u0435\u043b\u044c\u043d\u044b\u0445 \u0447\u0430\u0441\u043e\u0432 \u0420\u043e\u043b\u0435\u043a\u0441 \u043e\u043d\u043b\u0430\u0439\u043d!<\/p>\n

\"\u0427\u0442\u043e
What do negative keywords mean?<\/figcaption><\/figure>\n

This was the simplest and most obvious example of negative keywords, but sometimes there are cases that you don't even know about.<\/p>\n

Let's try to demonstrate such a case:<\/p>\n

\"\"<\/p>\n

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.<\/p>\n

In the next article, we will look at tools for working with keywords and effectively searching for negative keywords.<\/p>","protected":false},"excerpt":{"rendered":"

Effective advertising in Yandex Direct and Google Ads without using negative words is impossible.<\/p>\n<\/p>

Continue Reading<\/span><\/i><\/a><\/div>","protected":false},"author":1,"featured_media":4564,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[84],"tags":[86,87,91,92],"class_list":["post-4562","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-prodvizhenie","tag-kontekst","tag-jandeks-direkt","tag-prodvizhenie","tag-kontestnaja-reklama"],"aioseo_notices":[],"post_mailing_queue_ids":[],"_links":{"self":[{"href":"https:\/\/agency-5.ru\/en\/wp-json\/wp\/v2\/posts\/4562","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/agency-5.ru\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/agency-5.ru\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/agency-5.ru\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/agency-5.ru\/en\/wp-json\/wp\/v2\/comments?post=4562"}],"version-history":[{"count":4,"href":"https:\/\/agency-5.ru\/en\/wp-json\/wp\/v2\/posts\/4562\/revisions"}],"predecessor-version":[{"id":5982,"href":"https:\/\/agency-5.ru\/en\/wp-json\/wp\/v2\/posts\/4562\/revisions\/5982"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/agency-5.ru\/en\/wp-json\/wp\/v2\/media\/4564"}],"wp:attachment":[{"href":"https:\/\/agency-5.ru\/en\/wp-json\/wp\/v2\/media?parent=4562"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/agency-5.ru\/en\/wp-json\/wp\/v2\/categories?post=4562"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/agency-5.ru\/en\/wp-json\/wp\/v2\/tags?post=4562"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}