Answers
How often should I add negative keywords?
Weekly on anything that is spending. It is maintenance, not a project.
The short answer
Weekly on anything that is spending. It is maintenance, not a project.
Search behaviour drifts, new products change what you match, and matching loosens over time. A list set once decays.
Twenty minutes a week on the search terms report sorted by cost is the highest-return routine in account management.
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