Reviewing Search Terms and Adding Exact Match Negative Keywords

Objective:

The objective of this SOP is to effectively review search terms in Google Ads to prevent ads from showing to irrelevant audiences and to add exact match negative keywords to improve ad targeting and save money.

Key Steps:

1. Access Google Ads:
   • Log in to Google Ads and navigate to the search terms section.
2. Set Time Frame and Filter by Ad Group:
   • Set the time frame to 6 weeks.
   • Filter the search terms by ad group for better organization.
3. Review Search Terms:
   • Look for search terms with 2 or more impressions.
   • Exclude any search terms that do not align with the services your business is promoting.
4. Add Exact Match Negative Keywords:
   • Identify search terms that do not apply to your services.
   • Add them as exact match negative keywords to prevent them from triggering your ads.
   • Use brackets around the keyword to designate it as an exact match negative keyword.
   • Click save to add the negative keyword and ensure it is excluded.
5. Repeat for Different Ad Groups:
   • Repeat the process for different ad groups, considering specific services or products offered in each ad group.
   • Add negative keywords by ad group to ensure targeted ad delivery.
6. Add Multiple Negative Keywords:
   • If needed, add multiple negative keywords following the same process.
   • Delete irrelevant keywords and add broad match negative keywords for better exclusion.

Cautionary Notes:

• Be cautious when excluding search terms to avoid blocking relevant traffic.
• Double-check the negative keywords added to ensure they are correctly set up as exact match negatives.

Tips for Efficiency:

• Review search terms weekly to stay updated on ad performance.
• Prioritize search terms with higher impressions for review.
• Use the filter options in Google Ads to streamline the process.
• Regularly monitor and adjust negative keywords based on ad performance and search term relevance.

By following this SOP, you can effectively review search terms and add exact-match negative keywords to optimize your Google Ads campaigns and improve ad targeting efficiency.