Negative Keywords
Part of Search campaign structure and match types
Reviewing search terms without endlessly fragmenting an account
Use Google Ads search-term evidence to decide when to keep, revise or split an ad group without creating a new one for every query.
Use search-term review to decide whether an existing ad group still serves its intended customer task. A new reported query does not automatically need a new keyword, ad group or campaign. Ask first whether the current ad and page answer it, whether the business can fulfil the request, and what outcome is known.
Read the visible search in context
Treat the reported search as one piece of evidence. Compare it with the ad group's purpose, the customer task and the available business outcomes.
Search-term reporting and insights show views of search activity, not necessarily a complete record of every search or its underlying details. Use grouped information to identify themes; do not assume each underlying query is visible. Business records can show whether a recorded conversion became an enquiry the team accepted and could fulfil.
Choose a response with a reason
| What the visible search suggests | Response to consider |
|---|---|
| Same task, accurate ad and suitable page | Keep it in the existing group. |
| Relevant task, but the ad or page promises the wrong thing | Correct the message or destination; reassess the group afterwards. |
| Different offer with its own promise and next step | Consider a separate ad group. Separate campaign settings may also be needed if its budget or targeting differs. |
| Request the business cannot serve | Review positive keyword coverage and assess any exclusion under the query-control plan. |
| Meaning or outcome remains unclear | Record what evidence would settle it and keep it under review. |
‘Event cooling hire’ and ‘portable air conditioner rental’ might fit the same equipment-hire offer and page, depending on the equipment available. A search for buying a unit suggests a different offer if the business sells units; a technician-jobs search has a different purpose. These examples show possible meanings, not terms observed in an account.
Do not split because one query has different word order, one click disappointed or one conversion appeared. A new group is useful when it allows an accurate, distinct promise and a suitable destination. If two groups would use the same ad, page and next step, document what decision the split would improve before creating it.
Response options for search terms based on customer task and business capability
- Same task, accurate ad and suitable pageKeep in existing group
- Relevant task, but ad or page promises the wrong thingCorrect message or destination; reassess group
- Different offer with distinct promise and next stepConsider separate ad group (and campaign if needed)
- Request business cannot serveReview positive keyword coverage; assess exclusion under query-control plan
- Meaning or outcome unclearRecord evidence needed; keep under review
Common search term scenarios and recommended actions
- Event cooling hire
- Likely fits equipment-hire offer; keep in group if page matches
- Portable air conditioner rental
- Same as above – consider same group if service offered
- Buy portable air conditioner
- Different offer – may need separate group if selling units
- Technician jobs
- Different purpose – not equipment hire; likely requires separate handling
Avoid reporting and routing traps
A search's wording alone does not establish the match type configured for its keyword. Check the keyword's settings before changing coverage.
A surprising ad group also does not prove that the groups bid against one another in the same auction. Check keyword eligibility and account prioritisation before copying a keyword into more groups.
Keep a short decision log: the term or theme, matched keyword, inferred customer task, known business outcome, change and reason. After a change, compare later visible searches with assessed enquiries. If evidence is thin, leave the decision provisional.
