Negative Keywords

Build and maintain a negative keyword list from search term reports, so paid-search budget stops leaking to irrelevant queries - without blocking the queries that convert.

The mechanics - match types, exclusion levels, thresholds, cadence - are identical for B2B lead gen and B2C/e-commerce. Two things differ by segment:

• Which junk categories dominate (see taxonomy).
• The decision data: B2B's sparse conversions force click/cost gates, B2C volume allows conversion-based gates.

Evidence gate

• Never propose specific negative keywords for a live account without its search term report (also called search query report).
• Missing report → request an export, explain the overblocking review below, and name zero candidate negatives in the meantime.
• Exception: a brand-new campaign with no history may get a starter exclusion list - label it "pre-launch starter, review against real queries after 7-14 days".

A list invented from imagination has no evidence of what actually matches, and its cost, blocked converting queries, stays invisible.

Clarifying questions