Query jobs and account structure · 26 min
Match types decide how far Google may wander
In this lesson
- Choose exact, phrase, or broad for a named job — and say the leakage risk
- Write negatives by category, not as a random list
Exact, phrase, broad — in dealer English
Exact [used cr-v frederick] is a locked door: the query must mean that job. Phrase “used cr-v frederick” still requires those words in order, so “cheap used cr-v frederick financing” can enter. Broad used cr-v frederick lets Google hunt cousins — “used honda suv maryland” may show. Broad is a research tool in week one, not a $3,000 strategy. If you cannot review Search Terms every 48 hours, do not use broad on inventory.
Negatives are a filing system
Do not dump 10 random words. File them: Jobs (hiring, salary, careers). Parts (oem, aftermarket, catalytic). Research (how to, what is, diy). Geography you will not serve (baltimore, dc if Dana will not deliver). Price bait (free, $1, repo) unless you truly stock that. Shared negative lists keep brand clean when inventory uses phrase. Brand campaigns still need “jobs” and “parts” negatives — people search the dealer name plus those words.
Never invent Quality Score, predicted CPC, or “Google said broad will learn.” If you do not have the account open, label the match-type choice as a recommendation with a leakage risk.
Exercise
Match + negative pack
For three inventory queries (used CR-V Frederick; used SUVs under 16k near me; used trucks Frederick MD) pick a match type and write the leakage you accept. Then list 8 negatives in the Jobs / Parts / Research / Geo buckets.
Deliverable: 3 rows (query, match, leakage) + 8 filed negatives.
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