The more specific you are with your negative keywords, the more targeted your ads will be.
This means it's wise to add both singular and plural forms of keywords to your list. This way, you'll avoid showing up in searches that include either version.
For example, let's say you don't want to rank for "shoes." You'll also want to add "shoe" to your negative keyword list.
This simple step can help you russia phone number example increase your click-through rate (CTR) and block unwanted traffic from both singular and plural queries.
Use symbols with care
It's important to note that Google Ads only recognizes three types of symbols when it comes to negative keyword matching:
Ampersands : Google doesn't treat "&" and "and" the same way. Therefore, you may want to add both versions of your negative keyword (e.g., "Dolce & Gabbana" and "Dolce and Gabbana").
Accents : Google does not treat letters with and without accents the same way (for example, "e" and "é"). Therefore, you can add both versions of your negativ
e keyword (for example, "René Caovilla" and "René Caovilla").
Asterisks : Google doesn't allow you to use "*" as a wildcard added to the end of a string of letters to exclude all keywords containing that specific string of letters (such as "zucc*" to cover both "zucchini" and the common misspelling "zuccini"). Therefore, you should only use the symbol in the very rare cases where the users you're targeting might include it.
All other symbols are ignored or invalid, so it's best to leave them out.
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