Negative Keyword Manager

Every PPC account leaks money on search terms that click and never buy. Negative keywords stop the leak. But a careless negative also blocks a term that converts. This skill cuts the waste without cutting a winner.

When to use this

• A campaign spends on search terms that clearly do not match the product.
• ACoS is high and the search term report is full of junk terms.
• An auto or broad campaign is bringing irrelevant traffic.
• A seller wants a repeatable rule for what to negate, run on a schedule.

The framework. The Negative Decision

Every search term in the report is one of four things. Only two of them become negatives.