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So let's say your business is running Google Ads (formerly known as Google Adwords) as a layer to your digital marketing strategy.

But let's say you have a product that is a little more niche than most. Let's say it's a special lighting product for campers. Bear with me, this applies to any business, really.

You want to show for as many searches as possible, but you want to only really show for relevant searches.

You want to show for as many RELEVANT searches as possible. Why?

Because you don't want to pay for clicks that are looking for cheap light bulbs for example.

Thus, you're likely to have a keyword strategy that has a lot of exact matches and phrase matches for things like "camping lamps" and such.

But you probably also want to weed out keywords like "cheap light bulbs."

You can set "cheap" and "bulb" or "bulbs" as negative keywords - as ONE example of likely several that you'd want to include for example.

While you probably need to think through your strategy, this video explains HOW to do it.

If you need more help thinking through the strategy or looking at data that can help, email me at paul@datadriven.design. Thanks and have a great day!