Turn search term exclusions into a shared policy
Prevent repeated waste and accidental blocking across campaigns.
Separate universal and local exclusions
Employment queries may be irrelevant to every sales campaign, while rental searches may be irrelevant only to products sold outright. Use distinct groups for broad policy and campaign-specific decisions. Document why each group exists and where it applies.
Review the likely collisions
Before rolling out a term, test it against a short list of valuable queries. A word like free might appear in both unwanted free templates and a valid free consultation. Prefer a narrow exclusion when a single word has several meanings.
Maintain a review process
Record owner, date, scope, and example query for each change. Compare affected campaign delivery before and after release. When the offer changes, revisit exclusions linked to the old offer rather than inheriting the entire list without review.
Try a related tool
Divide remaining spend by the days left in a campaign. Adjust the daily figure for changes in expected demand.
