# Keywords and negatives

> Keyword research with the Google Ads Keyword Planner, adding keywords with match types, and the weekly search-terms-to-negatives routine, all from the chat with PaidHelm.

URL: https://paidhelm.com/docs/keywords/  
Last updated: 2026-11-01

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.