The tool ensures that the right ads show for each search query in an AdWords account.
How does it work?
The optimization analyzes the search terms and the keyword data and suggests adding some search terms as exact match negative keywords at ad group level, ensuring the right ads shows for each search query in the account. If you're using any broad or phrase match keywords, it is likely that some search queries will match to less relevant keywords and show a less relevant ad.
The negative keyword suggestions you see in the Traffic Sculptor look very relevant for your account. So why do we recommend these as negative keywords? That’s because you already have these keywords in your ad groups but Google has not always used these when a user searched for one of these keywords. Rather than showing the ad you want, they display another ad from your account because it has a better ad rank (often because it has a higher bid). By adding these keywords as negative exact matches, it forces Google to show the ads you want rather than the ones that rank higher but are potentially less relevant.
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