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. This is where Perpetua steps in!

Perpetua has two Strategy features where our AI will find keywords that you should consider negative matching and present them to you in the form of recommendations.

Negative Exact Match Suggestions (discussed in this document)
Negative Match Suggestions - Negative Match Suggestions finds terms that you should consider negative phrase matching. Our algorithm will automatically detect words that are wasting money. It does not allow you to set rules, or set a custom threshold for clicks and conversions.

With Negative Exact Match Suggestions, you have the ability to filter for search terms that meet the number of clicks and conversions you set. You can choose the strategy that works best for you.

If you click Recommendations on the left side menu you will see a Strategy called "Negative Exact Match Suggestions". You can then pick the goals you want to be notified about by following the steps below to set up and edit a Strategy.

How to set up a Negative Exact Match Rules Strategy

💡 PRO TIP: 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 number values you should set for clicks and conversions in step 3.

Go to the Recommendations tab on the left, then Strategies at the top.
Under Negative Exact Match Suggestions, click on Add Strategy.
A pop up will appear. From here, enter your Strategy Name, set the number of clicks & conversions, and click Select Goals to pick the goals you want to include.
1. Clicks Greater Than Value = Find search terms that have a number of clicks that are bigger than this value.
2. Conversions Less Than Value = Find search terms that have a number of conversions less than this value.
  
  For example, I may want to find search terms to negative match that have over 30 clicks, and less than 3 conversions in order to reduce spend.
Click Create Strategy, and you are done! 🎉 Once the ad engine identifies keywords it thinks that you should negative match, you will get notifications. The recommendations will not be applied automatically, so you will have to approve ✅ or dismiss ❌ the suggestion for the negative phrase match to take effect.

How to edit the Negative Exact Match Rules Strategy

Go to the Recommendations tab on the left, then Strategies at the top.
Under Negative Match Suggestions, click the 3 dots on the strategy to edit or delete it. Proceed to step 3 if you are choosing to Edit.
A pop up will appear where you can edit the strategy name and click Edit to change the goals included. After you click Edit, you can 🔘 select or de-select goals.
Once you have updated the Strategy, click Set Selected to confirm. Click Update Strategy to save your changes, and you are done! 🎉 Once the ad engine identifies keywords it thinks that you should negative match, you will get notifications. The recommendations will not be applied automatically, so you will have to approve ✅ or dismiss ❌ the suggestion for the negative phrase match to take effect.

Note: Both the Negative Match Suggestions and Negative Exact Match Rules strategies only apply to keyword-based search terms. ASIN/PAT search terms are not currently supported and won't be surfaced by these strategies even if they meet the strategy thresholds.