Negative keyword maintenance routine
Negative keywords are not a one-time task. This routine keeps Search Terms waste down without blocking real buyers: weekly triage, monthly hygiene, and quarterly audits.
Start with the negative keyword generator or the Search Term Waste Finder. If you want a done-for-you cleanup, book the Waste Reduction Sprint.
TL;DR routine
| Cadence | Time | Actions | Output |
|---|---|---|---|
| Weekly | 15-30 mins | Review top waste terms, tag themes, add negatives | Updated shared list |
| Monthly | 60-90 mins | Expand themes, check match drift, update exclusions | Theme map + change log |
| Quarterly | 2-3 hrs | Deep audit, brand vs non-brand, geo/device checks | Waste trend report |
Inputs you need
- Search Terms report for the last 30-90 days.
- Access to shared negative lists and change history.
- Clear definition of qualified vs junk leads.
- Baseline conversion tracking you trust.
If your baseline is shaky, start with the wasted spend playbook.
Weekly triage (15-30 minutes)
- Filter Search Terms by spend and zero conversions.
- Tag junk themes (jobs, free, DIY, research).
- Add phrase negatives for obvious waste.
- Log what you block and why.
Use the Waste Finder to surface repeat themes faster.
Monthly hygiene (60-90 minutes)
- Expand your negative taxonomy and shared lists.
- Audit match type drift and tighten if needed.
- Review borderline terms before blocking.
- Check changes against lead quality feedback.
This pairs well with the match type guide.
Quarterly audit (2-3 hours)
- Review brand vs non-brand leakage.
- Segment by location, device, and time of day.
- Rebuild the "do not block" safelist.
- Compare waste trends vs last quarter.
Guardrails to avoid over-blocking
- Keep a safelist of high-intent terms.
- Apply negatives at the right level (shared vs campaign).
- Test changes for 7-14 days before expanding.
For full SOPs and guardrails, see the negative keyword list guide.
KPIs to track
- Percent of spend on irrelevant queries.
- Waste themes per month (trend line).
- Lead quality rate vs last month.
- Negative list growth and removal count.
What to do next
DIY: Run the weekly triage for 30 days, then lock the monthly routine.
Sprint: Book the Waste Reduction Sprint and receive a documented Waste Report.