Best Practice Recommendation
Make it a standard practice to include negative keywords in every ad group.
Why? Negative keywords filter out unwanted impressions and prevent ads from showing on loosely relevant search queries. Filtering out unwanted impressions can increase click-through-rates and correspondingly decrease costs and/or increase average position due to improvements in quality scores.
KEYWORD MATCH TYPES OVERVIEW
Assessing the performance of match types can uncover significant opportunities for increased impressions, clicks and conversions.
Conversely, broad match and phrase match types can cast a very broad net and trigger ads based on loosely relevant keywords. Unwanted impressions can decrease click-through-rates and increase costs per click due to quality score penalties.
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