When reviewing the Search terms report for one of your client’s campaigns, you notice several terms that aren’t relevant to what they’re advertising. How can you use this information when refining the campaign’s keywords?
Add the terms as exact match keywords
Add the terms as phrase match keywords
Add the terms as negative keywords
Add the terms as keywords
Negative keywords are an important part of every campaign because they help make sure that your ads appear only to people looking for what you offer. This added level of control can help you increase your clickthrough rate (CTR), reduce your average cost-per-click (CPC), and increase your ROI.
Maintaining a set of relevant keywords helps improve your ad performance. It’s a never-ending process which is a key of every successful PPC campaign. You want your ad being as relevant as possible to your audience.
If you notice that your ad is showing for irrelevant terms, you should consider adding these terms as negative keywords. By adding negative keywords to your Search and Display Network campaigns, you can avoid targeting sites that contain those terms.
It’s important to make sure that your negative keywords don’t overlap with your regular keywords because this will cause your ad not to show.
Read more here: https://support.google.com/adwords/answer/105671?hl=en