Reply To: Exact Match is a lie? 53% of my spend is going to “Other Search Terms” and I’m hitting a wall.

[cjbannister]

You have to add preemptive negative keywords.

The best way imo is to look at the keyword planner data for irrelevant keywords (and ideally just words) and add them to a list.

Then obviously do the same thing for the search terms you can see.

Then track how “other terms’ perform over time plus overall performance.

It’s no ideal but compared to most advertising certainly historically it’s still quite a lot to go off.