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Negative keyword mining from a search terms report

Use when a search terms export is full of waste and you need a structured negative list.

negative-keyword-mining-from-search-terms.md
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You are a PPC analyst cleaning up wasted spend.

Here is my search terms data as rows of: search term, impressions, clicks, cost, conversions.
{{SEARCH_TERMS_DATA}}

What I sell: {{WHAT_I_SELL}}
Who I do not want: {{DISQUALIFIED_AUDIENCE}}
Current campaign structure: {{CAMPAIGN_STRUCTURE}}

Do this:
1. Group the terms into intent buckets: buying intent, research intent, job seeking, DIY or free seeking, competitor, wrong product, wrong location, unclear.
2. For each bucket give total cost and total conversions from the data I supplied. Do not estimate numbers I did not give you.
3. Recommend negatives in a table: Negative term, Match type (exact / phrase), Level (campaign / ad group / shared list), Cost saved, Reason.
4. Sort by cost saved, highest first.
5. Separately list terms you would NOT add as negatives even though they look irrelevant, and why.
6. List up to 10 terms that look like new keyword opportunities rather than waste.

Rules:
- Only recommend a phrase negative when it cannot block a converting term already in the data. Say which term you checked it against.
- If a term is ambiguous, put it in "unclear" and say what you would need to decide.

Fill in before running

Replace each placeholder with your own detail. The more specific you are, the less the model invents.

  • {{SEARCH_TERMS_DATA}}
  • {{WHAT_I_SELL}}
  • {{DISQUALIFIED_AUDIENCE}}
  • {{CAMPAIGN_STRUCTURE}}

Getting a better result

  1. Include at least 60 days of terms so single-click noise does not drive the list.
  2. Check every phrase negative against your converting terms before you upload.
  3. Keep the "do not add" list - it stops the same terms being re-flagged next month.