How to definitively exclude unwanted queries in Google Ads

How to definitively exclude unwanted queries in Google Ads.

Ah, exclusions... Many users misuse them or don't give them any importance. Wrongly, since poorly managed term exclusions can waste an incredible amount of time... worse, they can ruin all your efforts by blocking the delivery of your ads to your best target.

In addition, exclusions are essential when you want to improve the quality level of Google Ads as I explain in this other article.

Stay with me, I'll show you how to definitively exclude unwanted queries in Google Ads.

Let's go to the summary!

1. Reminder of the types of search term matches

2. Exclude by keyword in broad query to exclude

3. Exclusion by "Exact phrase" to be excluded

4. Exclude by [exact keyword] to be excluded

Before getting to the heart of the matter, a quick reminder of how to insert your search terms in your Google Ads interface according to the expected result:

The table above helps you to know how to enter your search terms when you want to target them. However, when you want to exclude them, the interpretation is quite different.

Example:

• In keyword Broad query, targeted: women's hats.

Your advertisement will be likely to be shown by search intentions as a red hat for wedding.

Why? The word woman does not appear, and the word hat appears in the singular but Google considers that a person is looking for a red hat for women, regardless of the specific need.

• As a keyword in a broad query to exclude: women's hats.

Your ad cannot be blocked for intentions as a red hat for marriage and I explain here why.

Why then? The term does not respect the two words or the plural. Google considers that this type of search would not exclude a person searching for a single hat for a man, for example.

So how do we exclude permanently in one go?

Let's go :

Your ad will not be shown if:

• user query includes ALL of your keyword terms to be excluded

• in any order

• Even if other words are included in the query

I'll spare you the specific examples, Google took care of that for me:

e.g. sports shoes

Unlike the broad search term you target in your ads, the system does not match keywords to be excluded with close variants or with other broad phrases. Think carefully about plurals/singulars, misspellings, etc.

Here is the full list of symbols not recognised by Google's system.

Your ad will not be shown if:

• the user's search includes all your keyword terms to be excluded

• must be in the same order

• Even if other words are included in the query

In summary, the difference between the two types of query to exclude is the order of the words.

Again with the example of Google,

Ex: "sports shoes".

Your ad will not be shown if:

• the user's query is identical to the excluded keyword terms, in their entirety

• must be in the same order

• except where other words appear before or after the term.

Last example from Google

Ex: [sports shoes]

In summary, when we exclude in exact, we run the risk that this case is very weakly exclusive and that we have to spend a lot of time later on excluding similar terms.

In a process of optimising the client's budget from the first minute, as well as the 20/80 efficiency of our working time, the latter is not to be favoured.

If you have any doubts about your current campaigns, don't hesitate to ask me questions via this form. I will answer you with great pleasure and without any obligation to buy. Is that term exclusionary enough ;)

I am teasing you and hope I have brought a smile to your face, it is included in the article.

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