Why is it important?
“Negative keywords list” and “Inefficient keywords” tests are concerned with optimizing the performance of search campaigns on Google Ads. In this case, the app looks at whether or not the Google Ads accounts contain lists of negative keywords. Negative keywords are a powerful tool whose usage can improve the results of search campaigns dramatically. Just a reminder, a negative keyword is a keyword for which ads will not be shown. They are useful when there is a large subcategory of products in your industry which you are not interested in. For example, an online apparel store might sell dresses, but they might not offer wedding dresses, which have a lot of monthly searches. It doesn’t make sense to bid on wedding dresses because the users that search for those terms have a specific goal in mind and will probably exit the website which doesn’t offer them. So, in order to keep bidding on “dresses”-related keywords, the best thing, for both the user and the marketer, would be to add “wedding dresses” as a negative keyword. This is a standard example of how negative keywords allow marketers to bid on keywords with large volume (“dresses” in this case), while still controlling costs by not showing ads to irrelevant users.
What if the test fails?
The account fails the test if there are no negative keywords lists present in the account. Negative keyword lists allow users to specify a list of connected negative keywords, which can then be shared easily among different ad groups/campaigns on Google Ads. The can be accessed in Google Ads, by going to “Tools & Settings” → “Negative keyword lists” (under “Shared Library”). We highly suggest using them to optimize spend.