Negative keywords are keywords that you do not want your ads displayed for. Using negative keywords is beneficial because it ensures that your ads are only showing to people looking for your products. This helps reduce costs by excluding keywords that are not relevant to your product ads.
Our system tends to be very conservative when adding negative keywords since it takes a significant amount of data to judge if a keyword should be negated. It usually drops the bids down to virtually nothing, just in case you can get a sale at a very low cost. This override lets you shortcut the process if you find search terms that you don’t want to wait for the system to identify as negative keywords.
For more information on negative keywords, check out this blog post.
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