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 Thanks and have a great day!

Thanks for reading, watching and listening, and have a great day!


Paul Hickey, Founder / CEO / Lead Strategist at Data Driven Design, LLC has created and grown businesses via digital strategy and internet marketing for more than 10 years. His sweet spot is using analytics to design and build websites and grow the audience and revenue of businesses via SEO/Blogging, Google Adwords, Bing Ads, Facebook and Instagram Ads, Social Media Content Marketing and Email Marketing. The part that he’s most passionate about is quantifying next marketing actions based on real data.

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