“Negative” keywords are just as important as the ‘positive’ keywords you bid on.  Effective targeting of your Adwords campaigns requires that you put your ads in front of the right users, and keep them away from users who are unlikely to be interested in your product or service.  Many keywords have multiple meanings from niche to niche, others many apply to a particular area of your niche that your product may not want to target. Poor broad-matching due to inadequate negatives can severely impact your keyword relevance quality scores as well as keyword-level quality scores are heavily measured based on ad click-through rates (CTR), and the more often your ad shows against irrelevant keywords, the lower your CTRs will be. Different Kinds of Negative Keyword Structures For search campaigns, negative keywords can be added either on a campaign-wide basis, or on an adgroup-only basis

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How to Research Negative Keywords

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The integration of the Search Query Report directly into the Keywords tab of your Search campaigns makes it super-easy to see if your keywords or match types are picking up non-converting or irrelevant searches that should really be added as negatives at an adgroup level at least, or at a campaign level if they’re “way out there”. It should be noted that the search queries (even in the new UI option) can take a couple of days to fully populate with results, so it’s best to look a decently-sized block of time to make sure the data is valid

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Add New Negative Keywords & Placements On the Fly

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