Negative keywords help prevent ads from appearing for searches that are irrelevant, unsuitable or commercially unhelpful. They protect budget when managed with care.
This practical guide explains negative keywords through clear priorities, ownership and measurement.
Understand search intent
Understand search intent requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Review search terms regularly
Review search terms regularly requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Build account and campaign lists
Build account and campaign lists requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Choose match types carefully
Choose match types carefully requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Avoid blocking valuable queries
Avoid blocking valuable queries requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Document and measure changes
Document and measure changes requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Implementation checklist
- Define the objective and audience.
- Assign an accountable owner.
- Use reliable data and customer feedback.
- Document decisions and review dates.
Negative keyword management is an ongoing quality-control process. Add exclusions from evidence and always check their wider impact.