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  1. Home/
  2. Fix/
  3. Google Ads/
  4. Search terms and negatives

Google Ads · 11 problems

Google Ads search terms and negative keywords

Stop Google Ads spend on junk search terms: match types, negative keywords, negative keyword lists and reading the search terms report, with the fix for each.

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What Sprites checks

5 checks
  • ?Spend on broad match keywords64% of search spend
  • ✓Exact match share of conversions71% of conversions
  • !Negatives blocking converting terms3 conflicts
  • !Campaigns with no negatives4 of 6
  • ✓Shared lists in the account3 lists
Illustration of a typical broken account. Your own readout comes from your account.

Every search terms and negatives problem

Broad match bleeding budget into junk queries, negatives at the wrong match type, and the search terms report itself.

  • Broad match vs phrase matchPhrase stays near your words. Broad goes wherever Google thinks is related.Sprites fixes this
  • Broad match vs exact matchExact is control. Broad is reach that needs a leash.Sprites fixes this
  • Negative keyword match typesBroad, phrase, exact, and none of them catch plurals.Sprites fixes this
  • Google Ads negative keywordsFind them in your search terms. Add them at campaign level.Sprites fixes this
  • Negative keyword list in Google AdsBuild once, apply to every campaign. 20 lists, 5,000 each.Sprites fixes this
  • Google Ads search terms reportThe real searches you paid for. Mine it weekly.Sprites fixes this
  • Broad match wasting moneyNo data, no Smart Bidding, no negatives. Usually all three.Sprites fixes this
  • Google Ads irrelevant search termsLoose keywords in, junk out. Block it at campaign level.Sprites fixes this
  • Google Ads wasted spendJunk terms, dead keywords, stray networks. Total it, then cut it.Sprites fixes this
  • Account-level negative keywordsOne list, every campaign, 1,000 terms max.Sprites fixes this
  • Google Ads search terms missing from the reportPrivacy thresholds hide low-volume searches. The cost still counts.Sprites diagnoses this

Hubs

  • Fix Google Ads problems
  • Google Ads conversion tracking not working
  • Google Ads disapproved: find the policy and fix it
  • Fix your ad account
  • Fix your Meta ads
  • Fix your LinkedIn ads
  • Fix your Reddit ads
  • Fix Microsoft Ads problems
  • Why your tools disagree on conversions

Reference

  • Google Ads MCP server
  • Google display ad specs
  • YouTube ad specs
  • Performance Max
  • CPA
  • ROAS
  • Ad specs

Let Sprites find it

Connect the account. Sprites reads it, names the problem and stages the change for your approval where it can make one.

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