The Keyword Brief

You're looking at two RSAs in the same ad group. Same keywords. Same bids. Same landing page. Both have a Quality Score of 7. One converts at 4.2%. The other converts at 1.8%. The copy feels similar — both mention the product

What the distinction actually is Ad group negatives apply to a single ad group. If you add "free" as a negative at the ad group level, only that ad group is protected. Every other ad group and campaign in your account can still

Before you start Export your keyword list from Google Ads: Campaign, Ad group, Keyword, Match type. You can pull this from the Keywords report in the UI or via Google Ads Editor. The free keyword audit tool on this site accepts keywords pasted one per

Scaling a broken account makes the problem worse. Before you raise budgets, you need to know what queries are burning money. The negative keyword audit is the first thing to do before scaling. What negative keywords actually do Negative keywords prevent irrelevant queries from triggering

If you set up a Google Ads campaign without touching keyword match types, you're running broad match. That's Google's default. And it's likely the reason your cost per acquisition is higher than it should be — and the

Most match type confusion comes from treating exact and phrase as substitutes — as if you pick one and stick with it. They're not substitutes. They operate at different points in the reach-control tradeoff, and the strongest accounts use both deliberately. What exact

A keyword audit on a typical Google Ads account turns up the same problems, account after account. Some are structural. Some are match-type errors that looked fine when set up but silently drain budget. A few are outdated practices that Google quietly deprecated years