Negative Keywords
When budgets are consumed by unrelated, informational, employment, or low-fit searches, the first task is to exclude patterns that cannot produce a useful customer outcome. We review search terms, shared exclusions, campaign context, location intent, and sales feedback, then review the findings with your team. That gives the next change a clear reason instead of adding more activity without checking its value. Keep the next round of work small enough to assess clearly.
Define accepted leads with the sales team and review the difference between raw forms and worthwhile inquiries. Use that feedback in later decisions. Keep reporting focused on decisions the business can make.
A fair test
Change a defined part of the message, audience, or page and state the success measure in advance. Account for conversion delay before comparing results. Check what happens after the customer clicks, submits, or calls.
Platform attribution and analytics may credit conversions differently. Compare costs and customer records, and state which conversion definition the report uses. Use the same definitions when comparing reporting periods.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities
