How do you find and remove low-performing negative keywords?

Negative keywords are useful for improving the relevance and performance of the ads on all biddable platforms. By using negative keywords, you can eliminate search queries that are irrelevant to your business, and prevent your ads from showing to users who are not interested. This way, we can avoiding unnecessary impressions and clicks, and resulting improving ROI by attracting more qualified leads/sales. For example, if you're running flight offers for US to AU flight bookings then you might need to neglect "AU to US flight bookings offers" as negative keywords, so that your ads don't appear to users who are looking for specific flight journey.

Use negative keywords to sharpen your search advertising focus. For example, if you're selling luxury handbags, adding negative keywords like 'cheap' or 'discount' stops your ads from showing to people looking for budget options. This makes sure your ads reach the right audience, increasing the chance of sales and making your advertising spend more effective.

Vos annonces peuvent se diffuser sur certains mots clés hors sujets vis à vis de votre activité (surtout quand vous choisissez le type de correspondance large et expression exacte). De ce fait, exclure les mots clés inadéquats est nécessaire et doit être une action effectuée chaque jour.

Negative keywords are used to prune non-converting keywords or irrelevant keywords in a campaign. I think everyone else has said it, but they did not cover the use of negative keywords in a campaign, or ad group level. Ad group level negative keywords, rather than not waste money, control who to show the particular ad to. For example, if you've already had an ad group that targets cheap goods, then you should add "cheap" or "free" in your other ad groups if it shows for those keywords.

Google & Microsoft both have very liberal keyword targeting nowadays. Even Exact Match picks up other words, synonyms, and so on. This makes the usage of Negative words very impactful.

A couple of key filters to use in the search terms report: 1. Added/Excluded = None will ensure you don't see exact matches to your keywords or already excluded (i.e. added as negative keywords) search terms. 2. Conversions<0.1 then sort by cost and after by clicks. Helps you go through the list of the most impactul search terms in order of importance. Add any irrelevant ones as negatives. 3. Impressions>100 then reverse sort by CTR. This way you spot search terms with high impressions and low CTR which suggests they are either irrelevant and should be added as negatives or you need better ad copy and maybe a separate ad group for them.

More times than not, it's beneficial to add negative keywords related to "job", "salary", "careers", "free" (unless that's your intention) even if those words do not bubble up to the top of search reports. It's important to focus on the purpose of the keywords you're bidding on. For example, if you're using paid search to sell your company's software product, you don't want explorers of the topic who are not looking to purchase because explorers still click and that can turn into wasteful spend.

You can use filters in the Google search terms report. You can select the filter "added/excluded" and then "no specification". This way you will only receive search queries that you have not yet included and that you have not yet excluded. In addition, you can now filter by metrics or KPIs e.g. Conversions 0, then you have all search terms with costs and no conversions

When you add negative keywords, group them by related themes. Let's say you're advertising a travel agency; group negative keywords under categories like 'budget travel' or 'local tours' depending on your services. By doing this at both the campaign and ad group levels, your ads won't show up for searches that aren't relevant, but they'll still be seen by people interested in what you offer.

Again, while you can group the keywords in their themes, it can get too complicated. I split it into 3 "irrelevance" categories 1. Service (we do not provide this service) 2. Intent (The intention of the searcher is not strong enough) 3. Location (We are not in this location, for "service" + "location" searches)

Also ask yourself: Are there any other words that may be searched that fit info the same pattern? For example, you may only service USA but the search term is for "$Product in Canada". Add other countries to your negative list as well (before they are searched, saving you money)

Regularly review your negative keywords. If your business changes, like starting to offer budget products, you might need to take out negative keywords like 'cheap'. Keeping your negative keyword list up to date ensures your ads stay effective and relevant to your current marketing strategy.

Keep an eye on your negative keywords to fine-tune your campaigns. Regularly look at your search terms report for new irrelevant search terms to add as negatives. Also, watch how changes in your negative keyword list affect things like click-through rate and conversions. This helps you make quick adjustments to keep targeting the most suitable audience.

Just be careful of sudden drops in conversions. If you see that happening, quickly go back and review the negative keywords added, you might have made a mistake in there!