CREWSIVE WORKING BRIEF
Search term exclusion brief

Publication: Best PPC Management Agencies
Reviewed: 8 November 2026
Original article: https://bestppcmanagementagencies.com/search-terms-and-negative-keywords/

PURPOSE
Review search intent and document exclusions without blocking useful demand.

WORK DETAILS
Business/project: ______________________________
Prepared by: __________________  Date: __________________
Review owner: __________________  Version: __________________

INPUTS
Account/campaign/ad group and date range:
____________________________________________________________
Services offered and services excluded:
____________________________________________________________
Observed terms with cost and available inquiry evidence:
____________________________________________________________
Existing negative lists and the places they apply:
____________________________________________________________

WORK TO COMPLETE
1. Classify observed terms by the intention they express.
2. Keep relevant research searches eligible for review rather than rejecting them automatically.
3. Write the reason for each proposed exclusion.
4. Choose the negative match type and narrowest useful scope.
5. List desired searches that could be blocked by the proposed rule.
6. Record the approved change, then review unsuitable traffic and suitable inquiries.

WORK RECORD
Search term | Intent | Cost | Inquiry evidence | Proposed action
____________________________________________________________
____________________________________________________________
Negative | Match type | Scope | Reason | Collision check
____________________________________________________________
____________________________________________________________
Change date | Other changes | Later observation | Next action
____________________________________________________________
____________________________________________________________

ACCEPTANCE CHECKS
[ ] Each exclusion has a business-specific reason.
[ ] The scope and inherited lists are understood.
[ ] Relevant services are not excluded accidentally.
[ ] The review includes inquiry quality, not only CTR.

RESULT AND NEXT ACTION
Observed result: _____________________________________________
Unresolved question: _________________________________________
Next action / owner / date: __________________________________

LIMIT
Search reports omit some queries. A cleaner visible report alone does not prove greater profit.

SOURCES
Google Ads: About the search terms report
https://support.google.com/google-ads/answer/2472708?hl=en

Google Ads: About negative keywords
https://support.google.com/google-ads/answer/2453972?hl=en

Crewsive - Paid search management (company-published service scope)
https://crewsive.com/paid-advertising.html

Crewsive publishes this reference and is its featured service provider.
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