Search Query Management can feel interminable
Negative keywords prevent your ad from showing to audiences you know aren’t interested. They play a crucial role in maximizing the ROI of an AdWords campaign by making sure you don't waste money on irrelevant keywords.
In theory, you can go into the search query report, select your queries and add them as exact match negatives. But in practice, it feels like 5 new search queries pop up every time you add a negative!
The key is to identify “query roots”, or the defining word that makes the search query irrelevant. This way, we can eliminate clusters of irrelevant search queries, and prevent more from triggering in the future.
Our algorithm analyses the performance of individual words in your search queries (ignoring stop words like and, to, or, etc) and flags up any clear outliers.
How does this improvement work?
You'll see this improvement if we find a word that has spent a lot of budget whilst converting very little.
To help you decide whether you should push or dismiss this improvement, we'll show you the amount spent on queries containing that word, the number of conversions and CPA it's obtained, as well as your current target CPA.
We'll also show you some of the queries found in your account that contain the word to give you a feel for whether the word would make a good negative KW.
Pushing this improvement will blacklist this word completely. If you disagree with the improvement (as in you believe this word's performance is acceptable, and shouldn't be blacklisted), consider adjusting your CPA target in Client Settings.