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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?
A) Add "Java beans" as a negative keyword
B) Make it obvious in the ad copy that "Java" refers to coffee, not JavaScript
C) Exclude "Programming" as a topic
D) Add "Coffee beans" as a topic
Explanation:
Just as you can target pages in the Google Display Network about certain subjects – like cars or music – you can also exclude by topic to keep your ads off webpages whose themes aren't relevant to your customers.
A type of keyword that prevents your ad from being triggered by a certain word or phrase. It tells Google not to show your ad to anyone who is searching for that phrase.
For example, when you add “free” as a negative keyword to your campaign or ad group, you tell AdWords not to show your ad for any search containing the term “free.” On the Display Network, your ad is less likely to appear on a site when your negative keywords match the site’s content.
Read more here: https://support.google.com/adwords/answer/105671?hl=en