Google can show your ads for search queries its algorithm deems are a “close variant” to your Keywords. Sometimes Google’s close variant matching is helpful. For example: someone who searches for a “firnature storw” is likely looking for a [furniture store]. And someone who searches for “where can I buy a mattress” is a valid match to your Keyword [mattress store near me].
But there’s an ever-increasing number of searches that are suspect, or blatantly irrelevant.
| Consumer’s “close variant” search query | Client’s Keyword | |
| Store Furniture | is not the same as | Furniture Store |
| chair massage near me | is not the same as | massage chairs near me |
| Homeware store | is not the same as | home furnishings store |
| mattress outlet stores near me | is not the same as | mattress store near me |
| rentals near me | is not the same as | rental centers near me |
| Furniture website builders | is not the same as | Furniture builders websites |
| stores that buy furniture near me | is not the same as | furniture store near me |
| Black Friday ads 2020 | is not the same as | Black Friday furniture ads |
| furniture supply store | is not the same as | furniture shops |
| modern dishes set | is not the same as | modern dining set |
Above are just a few actual examples of the thousands we’ve found and prevented in client accounts.
With Cost-Per-Clicks rising as high as $30 for some searches, showing your ads for irrelevant queries can waste thousands of dollars per year.
If your Google Ads aren’t performing as well as they used to. If it seems like your budget is exhausted quickly. If you think you’re spending more than you should for Clicks. You might be right. You can limit which queries your ads show for by including Negative Keywords in your campaign. But it’s no longer good enough to have a small list of Negative Keywords like “used” and “consignment.”
Protect your ads from showing for irrelevant searches with Tango Multimedia managing your Google Ads campaign. Benefit from Tango’s 16+ years of experience managing Google Ads campaigns for furniture and mattress stores. We’ve curated a list of thousands of Negative Keywords and Phrases that will prevent your ads from showing for obvious, and not so obvious, inappropriate search queries that are draining your budget.
Plus, continue to profit from the ongoing optimizations of the collective accounts we manage for furniture and mattress retailers across the country. What’s irrelevant for them, is most-often also irrelevant for you. This gives you a huge leg-up over competitors using in-house Google Ads managers, using local Google Ads agencies, or using agencies who are unfamiliar with the nomenclature of the furniture and mattress industry.
Google gets paid for a Click whether it’s relevant to your business or not. Is that who you want deciding if your Keywords are “close variants” to users’ queries?
The Google fox is guarding the henhouse.