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Beginner's Guide to Adwords.
3. Keywords
The problem Doug has is that because the search terms are
'broad match', they will trigger for anything that contains
those terms. If someone were to search for 'kid falls off
his bike movie', his ads would appear, because they trigger
for the term Bike. So, there are two ways we can stop that
from happening.
1. Use negative keywords - keywords which, if used in a
search, stop your ad from showing, such as 'kids, push,
pushbike, tricycle' and so on, and
2. Use phrase or exact match - match types which means that,
in the case of phrase match, the search must contain a particular
phrase in order to show up in searches. That phrase might
be 'motor bike' or 'motor cycle'. If someone types 'cycle'
without the 'motor', the ad will not appear.
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