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Introduction
One of the most effective ways to drive efficiency is to reduce wasted spend on irrelevant keywords that may not be bringing you any traffic. Identifying strong candidates for negative matching can take a lot of labour-intensive research where you are staring at spreadsheets for hours.
Perpetua has two Strategy features where our engine will find keywords that you should consider negative matching and present them to you in the form of recommendations.
Negative Exact Match Rules (discussed in this document).
With Negative Exact Match Suggestions, you can filter for search terms that meet the number of clicks and conversions you set. You can choose the strategy that works best for you.
Factors to Consider
It can be applied to Sponsored Products goals only. This does not include Custom or Campaign Takeover goals.
Review before approval: Please review the recommendations carefully before approving them. Proceed with caution, as accepting a suggestion that doesn't align with your goal may risk removing important keywords. While the engine is smart, sometimes human judgment is more effective!
For example, if the system recommends negative matching the word "shirts" but you sell t-shirts, it might be better to reject that suggestion.
The algorithm bases its recommendations on historical data, such as clicks and conversions, but it may not recognize that certain keywords are still relevant to your product despite low conversions. Accepting a negative match for "t-shirt," for instance, could block too many search terms, reducing your ad’s reach and limiting customer exposure.
Use Perpetua's performance filters to help you configure the strategy. Filters allow you to identify terms that matter most to you. Using this tool, you can narrow down the target list to find targets that are not performing well. This will help you decide the number of values you should set for clicks and conversions in step 2️⃣ .
Our system identifies potential negative matches only for Sponsored Product (Classic Multi-Campaigns) goals that have been active for more than 30 days. At this stage, we believe your goal(s) are "mature" and have gathered enough data for the engine to effectively analyze and make informed recommendations.
The recommendations will show keyword-based only and not ASIN/PAT targets.
ASIN/PAT search terms are not currently supported and won't be surfaced by these strategies even if they meet the strategy thresholds.
Strategy-Creation Guide
1️⃣ Go to the Recommendations tab in the left sidebar (1), then locate the Strategies section (2). From the list of suggested strategies, find the "Negative Exact Match Rules" strategy and click "Get Started" (3).
2️⃣ In the next step, give a name to the strategy, set the number of clicks & conversions and select the goal/s you wish to receive recommendations for.
Clicks Greater Than Value = Find search terms that have a number of clicks that are bigger than this value.
Conversions Less Than Value = Find search terms that have a number of conversions less than this value. Please consider entering "1" as the lowest conversion value.
💡 Use Perpetua's performance filters to help you configure the strategy.
3️⃣ When selecting the goals: click the "Select" button next to the goal's name (1). After selecting, the goal will display the action taken (2) and will appear in the "Select Goals" list on the right side of the window. To remove it, simply click the "Remove" button (3). Once you're satisfied with your selection, click "Confirm Goals" (4) to finalize.
4️⃣ Once complete, you'll be taken back to your previous screen and can press "Create Strategy" to launch it.
💡 Creating a strategy will NOT automatically make any changes to any of your goals. This means that there is no risk in creating one to see what recommendations it provides. You will have to approve or dismiss the recommendation for the negative phrase match to take effect. Once approved, the search term will be added as a negative exact match target to the goal/s selected.
What Happens After Creating a Strategy?
After creating a strategy, Perpetua's ad engine will begin generating recommendations for you automatically.
Learn more about how to view, accept, edit or dismiss a recommendation from this other article related to Recommendations and Strategies.
FAQs
Find the related Frequently Asked Questions here.
Article last updated October 2024. If you find this information to be out of date, please contact hello@perpetua.io.