Stop search spend leaking into terms that never convert.
Your keywords are not what you pay for: the searches that trigger them are. The search terms report shows them. The ones that spend and never sell become negative keywords; the ones that sell get the budget.
Read the searches, not only the keywords
With broad and phrase matching, one keyword can trigger many different searches, some far from what you sell. The search terms report lists the real queries behind your clicks and what each one cost.
Sort what you find
- Searches that sell: keep them, and consider adding the best ones as keywords.
- Searches that spend and never convert: candidates for negative keywords.
- Searches with the wrong intent — jobs, free, second hand, a competitor’s support — usually negatives at campaign or account level.
- Too few clicks to judge: wait before deciding.
Do it every day, not once a quarter
Search behaviour changes. A review done once lets the leak come back. A short daily read of new search terms keeps the budget on the queries that pay back.
How Ecom 360° does it
- It reads your campaigns and search terms day by day.
- It names the queries that spend without converting, and the ones that deserve more budget.
- It prepares the negative keywords and the budget moves.
- Each change waits for your approval and is written in the approval log.
Questions
What is a negative keyword?
A word or phrase that stops your ad from showing for searches containing it. It keeps budget away from searches you do not want.
Can negative keywords block good traffic?
Yes, if they are too broad. That is why each one is proposed with the searches it would block, and applied only after a person approves it.
Does Ecom 360° change my Google Ads account by itself?
No. It prepares the changes; you approve them.