The Negative Keyword Playbook: Build a System That Stays Ahead of Waste
Search Term Optimization
⚡ Playbook
Vol.14New

The Negative Keyword Playbook: Build a System That Stays Ahead of Waste

Reactive negative management is expensive and exhausting. This playbook gives you the architecture, seed lists, and review cadences to stay ahead of waste — permanently.

72hrs
window to seed before waste compounds
3
architecture layers
20min
weekly maintenance once built
80%
of waste from recurring patterns
AG
Ayse Guney
Head of PPC Engineering
Mar 10, 2025
8 min read
Negative KeywordsSearch TermsAccount StrategyCampaign StructureBest PracticesAutomation
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AG
About the author
Ayse Guney
Head of PPC Engineering

Ayse leads PPC strategy at Scaletrics — bid philosophy, channel mix, and audience architecture across 80+ brands. She personally signs off on every material change before it reaches a live campaign.

Negative KeywordsSearch TermsAccount StrategyCampaign StructureBest PracticesAutomation
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