PhraseOn Keyword Negativation Tool

The only Negative Keyword Tool you need!

  • Understand your search traffic
  • Identify and block traffic noise
  • Simulate optimizations before publishing
  • Automation of the Keyword Negativation process

You are no longer in control of which queries you spend your budget for!

The more queries google matches to advertiser’s keywords the more money google earns. Google made a lot of changes to force more inaccurate matches. Furthermore they are hiding information for which queries you are paying for.

The newest changes like close variant matches, hiding search terms in reports and changes in keyword match types are the most known ones.

Matching Quality over time
Matching Quality over time
Close Variants get more fuzzy over time. Google is forcing this heavily.
Close Variants bring poor traffic
Close Variants bring poor traffic
Poor Close Variant Matches do not convert that well.

Close Variant Matches

The idea of close variants may sound great first: Existing Keywords are able to cover misspellings and typos, etc.. This is great for covering these search terms without the need of adding additional keywords to your account. However the reality looks not that bright: Google is controlling the definition of “Close”. This means that translations, abbreviations or semantic similar search terms are matched, too. Whenever google is changing the algorithm in its matching, the traffic quality will change.

Hiding Search Terms

To worsen things up, google is hiding search queries from you. In other words: Google is sending you poor traffic by matching close variants, but they are hiding a big percentage of those queries. The reaction of advertisers where quite harsh on this change – as a reaction google increased the reported queries by 6-7 times. Most of them had zero clicks – nothing changed on the hidden queries where you spend your money at. You can quickly analyze what it means for your accounts with our Close Variant Analyzer.

Changes in Keyword Match types

Even when you use granular account structures like SKAGs with exact match types you are in trouble now. Even for exact keywords you end up paying for queries that are not even close to your keyword. One big problem is the understanding of semantics: On a global level a match might look semantic similar. When you know your business it is often not similar at all.

Take back control of your Google Ads search terms with PhraseOn!

PhraseOn lets you optimize your negative keywords with a single click. You only need a browser and Ads account. Simply import your search query reports and enjoy the power of automation and data science. PhraseOn analyzes your Ads data to let you negativate queries where necessary.

N-Gram Analysis of PPC Queries
Analyze your Search Terms by N-Grams. Tag your Queries with Entities or add them directly as negative keyword
Entity Enrichment with Close Variants
We use the same technologies like google to understand similar words. This will increase your negative keyword list drastically.
Group similar words together in the same Entity Groups and get detailed KPI reports

Analyze N-Grams instead of full queries

Use N-Grams instead of looking at complete queries! It will increase sample size and it will enable you to make stable data driven decisions. But it gets even better: Using single words as negative keywords, it will maximize the blocking of future and unseen queries that share the same pattern. Assign ngrams to entities easily to better understand the nature of your traffic and get aggregated performance numbers on larger groups.

PhraseOn is able to use all the Conversion Actions available in your account. This empowers you to analyze the search patterns also on micro conversions. The huge advantage of this approach: If you have 20 clicks on queries that contain a specific word you can’t judge on transactions. If you use micro conversions instead, for example if no one of those 20 clicks stayed longer than 20 seconds on your website, you can bet this traffic is unwanted noise.

Detect close variants, misspellings, and compound words

When it comes to blocking search queries, Google is really strict. A broad match negative in singular is not likely to cover its plural form. When you discover a poor n-gram, you need to block all these close variants to avoid wasting your budget.

PhraseOn shows you close variants of n-grams you already identified as noise. We are using the same Natural Language Processing technologies google is using to match close variants – of course in the opposite way.

Classify your Search Traffic Using Entity Lists

Build logical groups of words and get detailed performance metrics for those subsets. We can automatically import and synchronize e.g. your product data feeds to fill entity lists for product brands, categories or product attributes like size or color.
Sometimes you want to exclude that traffic from generic search campaigns or dynamic search ads. It is also great for query sculpting within google shopping.

Of course you can also start with logical groups like competitor names or products/categories you do not cover on your website. Don’t waste your money for poor performing traffic like that.

Combine this with PhraseOns capability of enriching those items with close variants traffic routing gets easy and fully automated.

Bringing Actions to your Google Ads Account with PhraseOn - Start your FREE Test today!

We own everything when it comes to Negative Keyword Management in Google Ads. We think every account should have a centralized process for adding negative keywords in a data driven way. Especially when working together in larger teams this is crucial for staying transparent.

FREE Test Setup in less then 10 minutes

When you give access to your google ads data we are normally able to show you detailed query insights in less than 10 minutes.

No Limitations in Beta: Full Feature Access!

You have full access to all of our features. Add negatives right away to avoid wasted budgets on poor traffic segments.

Use in addition to your existing PPC toolset

PhraseOn works great on top of your existing PPC toolset.

PhraseOn Negativation Tool

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