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What are your preferred methods for adding in temporary negative keywords?
Posted by on July 1, 2020 at 7:13 pmI have a client in the apparel industry who has various entertainment-related licensing agreements and these products drive many of their sales, particularly within Shopping. However, on occasion, we run into instances where we may sell out of a product for a specific character, but still have broader related products available that still draw in search terms relevant to the character. As a non client-specific example, if we previously carried Mickey Mouse shirts but are currently sold out of them, we’d still see a decent number of “Mickey Mouse shirt” search terms coming in due to generic Disney shirts that remain in the feed, but these terms do not convert without the character-specific products in stock.
Ideally we’d be able to add these in as negative keywords until the product comes back in stock so that we can exclude those terms while the product is OOS and remove them when the products are restocked or a new style is released, but it gets tricky in that we don’t get notifications for restocks or product launches unless it’s a high-ticket collection. There are also multiple employees working on the account (a strategist and specialists) so if one person were to notice this happening and add in the negative keyword, others might not know to watch out for these negative keywords/product restocks. Thanks for your help!
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2 Replies
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Build a shared negative list at the Account/MCC level and apply it to the relevant campaigns. Name it something descriptive like “Out of Stock Product Keywords”. Anyone working on the account can then add or remove negatives from the list as the stock changes.
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Agreed, shared negative lists would be the best way to try and go about it. But, you have to have very specific product queries only, or else you could unintentionally exclude your most valuable audience.
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