Negative words were, are and will always be relevant

[sumaiyakhatun24]

Today I want to talk about the principles of working with negative keywords. The principles are relevant and will not lose their relevance in the near future.

At the start of the project, we collect the negative as widely as possible. With modern match types and problems with displaying search queries in Google Ads reports, collecting queries in advance is a good investment in saving your time in the future.

Minus queries should also be grouped. Group them not only at the stage of their collection, but also at the stage of addition, when the account is already working. Grouping negative keywords is different from grouping words. Everything is simpler here, but there must be order so that everything is like in a good library. We group them by purpose and based on the level at which we will add them:

We group the word level separately for addition through "Negative word lists", japan rcs data separately under Campaigns, separately under groups. When launching campaigns, words are rarely added to groups, only cross-minus . Mainly at the group level, minuses are collected during optimization;
separately group by the content of the minus, which we will add in lists. This will prevent the "List of negative words" tab from turning into a dump. And if necessary, delete or optimize the lists of negative words if after the new update the account began to behave abnormally;
For projects with a strong brand – we add branded queries to a separate list of negative keywords and exclude them from all campaigns except branded ones, so that branded queries do not distort performance statistics;
When you launch an advertising campaign, queries are checked every day. This allows you to immediately understand whether everything is OK with our match types and selected words.

Gradually, the check for negatives can be reduced to once a week , but it all depends on the project. If the project is very large, then you should divide the cleaning of requests over several days and clean each category of goods or services separately.