Auto Negative Keywords (Positive Keywords)

Dynamic Search Ads (DSAs), Shopping Ads, Performance Max and other campaign types are supported.

Bringing Back Keywords

There was a point when Google nailed keywords.

You could target what you asked for but it would still be clever enough to show ads for mispellings, typos, etc.

That's what I've tried to replicate here. Full control, without throwing the baby out with the bathwater.

It's achieved via an Approx. Match setting. If you want to target "banksy" but the search term contains "banksie", the approx. match won't add the search term as a negative keyword (which is usually what we want!).

Positive Keywords Helper

The positive keywords helper lets you see the result of your positive keywords without running the script. Just add some examples (good and bad search terms) and you'll see what would be added as a negative keyword.

Perfect for Brand Campaigns

This functionality is perfect for brand campaigns, or anywhere where you want stricter matching.

Search Term Alerts & Negative Keyword Suggestions

Setup custom rules based on search term performance. Use the tool for positive and negative keyword suggestions, or to alert you when things go awry. Some examples include:

High CPCs

Get an email when CPCs exceed a certain threshold. For this, I'd set the lookback window to 0 (which targets today) then run the script hourly. Note you'll get a maximum of one email per day (per rule) so don't worry about inbox overload!

Zero Conversions, High Clicks

Here's a simple one. For the click amount, I'd say your conversion rate * 200 is a good start for an urgent/semi-urgent alert. Of course, you can setup multiple rules checking multiple lookback windows and click numbers.

High Cost, Poor ROI

That's low ROAS for ecom, or high CPA for lead gen. These could be contenders as negative keywords or, more likely, opportunities to improve landing pages, etc.

High Impressions, Low Ctr

High impression, low Ctr search terms can be a sign the advert isn't relevant to the search.

Reporting & Analysis

Key search term metrics at account, campaign or ad group level

The results of each rule are written to a Google Sheet along with KPIs such as ROAS and CPA.

Use the tool to setup reports across different lookback windows, with different filters, etc.

AI (LLM) Integration

Why review each individual search term when AI can do it for you?

Pass each search term into your custom prompt. You can also add variables to your prompt such as {{keywords}} in order to provide greater context. Sound confusing? I've put together an explanation and some example prompts in a Google Doc.

The sky's the limit, but here's a few things you can do:

Broad Match Negatives

Positive Keywords (see above) are great for finding and adding exact match negative keywords. However, they can't cover everything.

Ask AI to find broad match words and phrases from your search terms and they'll be added to the output sheet (see the AI Prompt Response column).

Relevance Detection

Ask AI to determine whether the search term is relevant to the business based on the keywords, campaign and ad group name. Any responses which are not "relevant" can be auto negated and will be added to your report.

Location Matching

LLMs are good at spotting location names in search terms and deciding if its relevant to the location you serve. This is great for finding broad match negatives for location-specific businesses like plumbers.

Ad Group Suggestions

Ask the AI if the search term is relevant, but perhaps should be in another Ad Group.