The Problem• Hundreds of different search terms triggering this keyword• Loads of these search terms are actually keywords in the account anyway
The Problem• How do we even begin to optimise this? Bid decisions Wrong CTR Poor Landing pages Poor Quality score Poor Keyword Wrong reporting
The Solution Well thought-out ad group negatives
Example Dresses Brand Colour Quality Style Gucci Red Cheap Maxi D&G Black Designer Mini Primark Pink High End Prom
Negatives• Think about the priority of negatives when setting up• Where should a search phrase ‘cheap red maxi dresses size 10 uk’ be? – Dresses (Head terms) – Dresses >> Colours >> Red – Dresses >> Style >> Maxi – Dresses >> Quality >> Cheap
Priorities• We should have a pecking order such as Brand > Style > Colour > Quality > Head Terms
Priorities Brand > Style > Colour > Quality > Head Terms• Then when setting up we know that: – ‘Gucci’ can be negated in the style, colour, quality & head terms groups – ‘Red’ can be negated in the quality & head terms groups
Priorities Brand > Style > Colour > Quality > Head Terms• So now we know that ‘cheap red maxi dresses size 10 uk’ can only go to one place• Maxi is negated in everything below style so it has to go to the style ad groups
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