Your keywords are just suggestion to Google as to what search queries (what the user actually types into the search engine) for which your ads should be displayed.
Therefore, much of your keyword and negative keyword organization spawns from search query analysis and not keyword analysis.
Your search query analysis will let you find:
- negative keywords
- new keywords
- organizational issues
- ad serving problems
To make sure everyone knows how to properly do a search query analysis and make decisions with the data, WordStream and myself (Brad Geddes) are teaming up together to offer a free webinar on this topic.
The Webinar will take place on Wednesday, November 7th at 1pm EST (+5 GMT/UTC).
You can register for free right here > Free Webinar Signup Form.
I hope to see you there.