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Search query management can feel interminable... 

Negative keywords play a crucial role in maximising the ROI of an AdWords campaign by making sure you don't waste money on irrelevant keywords. Adding negative keywords to your account will prevent your ads from showing when that word is searched.

In theory, you can view the account's search query report, select each irrelevant query, and add them as exact match negatives. But in practice, it feels like five new search queries pop up every time you add a negative! Whack-a-mole is a tedious strategy for search query management. 

Identifying “query roots” (the defining word that makes the search query irrelevant) is a more efficient approach. 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 search term that has spent a lot of budget while converting very few searchers. 

To help you decide whether you should Add Negative Keyword 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, and your current target CPA for the campaign group.

We'll also show examples of queries containing the word, giving you a feel for whether the word would make an appropriate negative keyword.

Completing this improvement will blacklist the word completely by adding it to a shared negative list at the account level.

If you disagree with the improvement (you believe this word's performance is acceptable, and shouldn't be blacklisted), consider adjusting the CPA target in Opteo's Client Settings.

Technical notes: 

  • We'll prioritise the queries that are costing you the most.
  • If the CPA is acceptable (less than 3x target CPA), Opteo will offer an Add Keyword from Search Term improvement task instead. 
  • We'll only look at queries generated in the last 60 days (to keep things fresh), but for those queries, we'll gather all-time metrics. This helps beef up stats for search queries, which tend to have very low metrics.
  • We'll check your campaign-level negatives, your ad group-level negatives, your shared negative lists, and your existing keywords to make sure that a query isn't already covered. 

How does this improvement work for Shopping campaigns? 

If you use Shopping campaigns, you might see a recommendation to Add Negative Keyword to Shopping Campaign. The improvement works in the same way as Add Negative Keyword, scanning the search terms report and highlighting terms that triggered ads but converted few buyers. 

It’s useful to note Shopping negatives can include two-word phrases, whereas Search campaign negatives can only comprise one word.

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