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. Check that reported actions represent real customer behavior.
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. Verify the next step while there is still time to correct a problem.
Platform attribution and analytics may credit conversions differently. Compare costs and customer records, and state which conversion definition the report uses. Look at the customer outcome as well as the channel activity.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities
