A well-maintained negative keyword list is often the single highest-leverage lever for improving paid search efficiency.
Review Search Term Reports Regularly
The actual queries triggering your ads frequently reveal irrelevant matches that broad or phrase match let through.
Build Shared Negative Lists
Terms irrelevant across your entire account, like "free" or "jobs" for most businesses, are worth applying broadly rather than campaign by campaign.
Revisit After Any Match Type Change
Loosening match types without correspondingly tightening your negative list is a common, avoidable source of wasted spend.
Next step: Use the Keyword Typo Generator to identify common misspellings worth adding to your keyword or negative lists.