I’ve heard that Google is pushing everyone toward Broad Match combined with Smart Bidding. However, our budget is getting eaten up by completely irrelevant queries. How often are you guys auditing your Search Terms Report, and what is your strategy for building a master negative keyword list for a new account?
3 answers
Broad Match can be a nightmare without a massive negative list. In 2024, I recommend auditing the Search Terms report at least twice a week during the first month of any campaign. My strategy is to start with a "Common Junk" list that includes terms like "free," "jobs," "salary," and "research" if you are looking for buyers. Then, use "Phrase Match" for your negatives to block out entire themes. For example, if you sell premium courses, add "cheap" as a phrase match negative. This prevents the AI from trying to "learn" by showing your ads to price-sensitive users who will never convert on a high-ticket item.
Do you find that adding too many negative keywords actually throttles the Smart Bidding algorithm’s ability to find new, unexpected converting queries?
I always use Account-Level Negative Keyword lists. It saves so much time because you don't have to manually add the same "junk" words to every single new campaign you launch.
Absolutely, Jeffrey. Account-level lists are a lifesaver for brand safety and ensuring you aren't bidding against yourself across different product categories or service lines.
Kevin, it’s a delicate balance. You shouldn't block everything, just the "definitive junk." To answer your question, if you are too restrictive, the AI won't have enough data to optimize. I suggest only adding negatives for terms that have zero semantic relationship to your product or high spend with zero conversions.