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What does it do?

The optimization analyzes the search terms and the keyword data and suggests adding some search terms as exact match negative keywords at the ad group level, ensuring the right ads show for each search query in the account. If you're using any broad or phrase match keywords, some search queries will likely match to less relevant keywords and show a less relevant ad.

Why should you use it?

This tool helps you show more relevant ads to potential customers and guide traffic to the ad group that exactly matches their search terms. This boosts performance and gets better results than before.
The tool identifies ad groups that don't match search terms correctly. You can then add these suggested search terms as negatives to ensure that better, more relevant ad groups get the traffic they need.

Traffic Sculptor for DSA Campaigns

The Traffic Sculptor tool can be used on DSA campaigns to add exact match negatives so you don't poach traffic from your keyword campaigns. In the case of DSA campaigns, the "keyword" field in the tool will appear blank.

How does it work?

1. Parameters

To begin with, select the campaigns where you want to look for suggestions.

2. Filters

You have three options for filtering the suggestions:

Conservative: Keywords with at least 10 impressions.
Default: Keywords with at least 5 impressions.
Aggressive: No minimum amount of impressions is required.

3. Metrics

You can also select the metric columns you want to display.

4. Date Range

Traffic Sculptor uses the last 90 days as the date range for analysis.

Applying Changes

Review the suggestions for search terms that incorrectly match to broad match keywords in a specific ad group.
To better understand why a particular search term is being suggested, click the "i" icon to see all the ad groups where it has matched a keyword with a tighter match type, and yielded better results.
Then, select the suggestions you want as negative keywords and click "Add Negative Keywords." This will help direct traffic to more relevant ad groups listed in the popup accessible via the "i" icon.