While negative keywords stop ads from showing for searches containing a specific term, in order to exclude irrelevant searches and filter traffic through appropriate match types, they don’t use close variant or synonym matching. This means even with a great negative keyword list, your ads might still show on searches that contain close variations of your terms.
If you’re using phrase negative keyword matching, which prevents any search term containing the exact uninterrupted phrase from prompting your ads, you’ll need to be prepared for all eventualities.
For example, when users forget to add a space between words, those searches won’t be blocked by your phrase match negatives!
This script will boost your phrase negative keyword matching by finding the ones you’re failing to catch due to misspellings. It looks at queries that contain a phrase negative but weren’t excluded (e.g. due to a missing character), and then suggests new negative keywords that exclude those search queries.
To use it, you enter a phrase which is already a phrase match negative. For example, “free” or “second-hand.”
The script will look through your search query report and find queries which contain that phrase and where the keywords are attached to other words. For example, if you have the following keywords:
“buysecond-hand Lego toys”
The script will trim down the queries to make newly suggested negatives like “freesample” or “buysecond-hand.”
It will then report the performance of queries containing the suggested negatives into a Google sheet, so you can review them and add them as negatives if necessary.
This is shown at both the campaign and account level, so you can decide if you want them as campaign negatives or add them to your shared negative lists.
In Google Ads, go to Tools, and in Bulk Actions, choose Scripts.
On the Scripts page, click on the big “+” button and paste in the script below. You’ll also need to create a new Google Sheet for the report to go into, and manually edit the following options:
You can also pick impression, click, cost and conversion thresholds. Possible negatives will only be shown if they have metrics over these thresholds. This means you can concentrate just on the most common or expensive typos.