Keywords and negatives

Research

planejar_palavras_chave queries the Keyword Planner with seed terms, a landing-page URL, or both, for a location and language. It returns ideas with average monthly searches, competition and the low/high top-of-page bid range. metricas_palavras_chave does the same for a list you already have.

Find 40 keyword ideas for "emergency plumber" in Austin, Texas, English, and group them into 3 themes with volume and bid ranges.

Adding keywords

adicionar_palavras_chave takes an ad group ID and a list of keywords with match type (EXACT, PHRASE, BROAD) and optional CPC bid. The assistant removes duplicates and warns about very broad terms.

Negatives

adicionar_negativas adds negative keywords at campaign level (applies to all ad groups) or ad group level. The standard weekly routine:

Pull search terms for the last 7–14 days with clicks and no conversions (consultar_relatorio).
The assistant classifies them: irrelevant (jobs, free, DIY, competitors you don't want), relevant but not yet converting, and brand.
You approve the irrelevant list; it is added as campaign-level negatives, phrase match by default.

Run my weekly negatives routine on the "Non-brand" campaign. Show the proposed negatives grouped by reason before adding.

Keyword hygiene reports

Zero-impression keywords in 90 days (candidates to remove).
Quality Score ≤ 4 with meaningful spend (landing page or ad relevance work).
Keywords competing across ad groups (same term, different groups).
Broad-match terms whose search terms drift from intent.