Keyword targeting isn’t a “set it and forget it” kind of thing. Once you’ve had a campaign running for about two weeks, you should have enough insights to make informed optimization decisions for your keyword targeting.
You can improve and optimize your keyword strategy in three ways: by refining match types, adding new keywords, and adding negative keyword targets.
To refine match types, take a look in your campaign manager at which keywords and match types are providing strong results, like a high return on ad spend (ROAS) and a low advertising cost of sales (ACOS). If you’ve got a keyword with a specific match type that’s underdelivering for your specific goal, you can pause it.
To add new keywords, keep checking your Search Term Report to see how shoppers are browsing for your product, and add high performers that match your goals using exact match.
To add negative keywords, consider if there are any shopping queries you don’t wish your ads to show against. If you’re advertising a luxury product, shopping queries like “cheap” or “inexpensive” are likely not relevant for shoppers. You can add those, plus any from your Search Term Report that aren’t driving results. A negative keyword strategy can improve ad relevance. It can help also help you control your budget and ensure a refined keyword targeting strategy.