An Advertiser Who Sells Coffee Beans Adds the Keyword “java’” to An Ad Group. After Two Weeks, She Runs a Placement Performance Report and Notices that The Ad Is Showing up On Websites About Java Script Programming. What Should She Do to Avoid Appearing on These Irrelevant Sites?

An advertiser who sells coffee beans adds the keyword “Java’” to an ad group. After two weeks, she runs a placement performance report and notices that the ad is showing up on websites about JavaScript programming. What should she do to avoid appearing on these irrelevant sites?

  • Add “Coffee beans” as a topic
  • Add “Java beans” as a negative keyword
  • Exclude “Programming” as a topic
  • Make it obvious in the ad copy that “Java” refers to coffee, not JavaScript

Right Answer:

  • Add “Java beans” as a negative keyword


Negative Keyword is a type of keyword which prevents your ad from being triggered by a certain word or phrase. Your ads are not shown to the people who are searching for that phrase. This is also known as the Negative Match. For example, if you add “free” as a negative keyword to your ad group campaign then you set Google Ads to not to show your ad for those viewers who are searching with the term containing “free’.

  • On the Display Network, your ad is less likely to appear on a site when your negative keywords match the site’s content.
  • When selecting negative keywords for search campaigns, look for the terms that are most similar to your keywords, but might cater to customers in searching for a different product or service.

For search campaigns, you can use broad, exact, or phrase match negative keywords. However, these negative match types work differently than their positive counterparts. The main difference is that you’ll need to add synonyms, singular or plural versions, misspellings, and other close variations if you want to exclude them.

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