I must admit I am a big fan of getting knee deep into keyphrase data and filtering out inappropriate or irrelevant search queries, with the aim of excluding them moving forward &in the future, in order to save my customer on Adwords click costs and ultimately increase ROI. I simply don’t want/need the extra impressions and clicks as I’m hell bent on improving CTR, to boost quality score.
However when you have a myriad of campaigns and adgroups developed over time accidents can happen, and it’s possible that certain negative keyphrases and matching techniques could be excluding traffic my customers do want. This why I am really pleased Google has added in an automated sanity check informing me if I have any of these unwanted negative keyphrases in my account.
This feature has been around for a while in MSN Adcenter and it’s a welcome addition to the paid search accounts Vertical Leap manages.