Each added keyword is automatically optimized after the ad is saved. The system analyzes the text of your ad and refines the keyword based on search query statistics. As a result, negative keywords may be added to phrases.
Adding negative keywords helps you avoid price competition for unnecessary queries and, in most cases, results in more efficient use of your advertising budget.
Negative keywords are added automatically only for ads and phrases in Russian.
If statistics have been accumulated for a keyword and there are not enough clicks in spite of a large number of impressions, the system will add negative keywords or positive keywords. Refined phrases are marked by a special symbol. Added negative keywords are highlighted in gray.
Refined phrases are created automatically and are enabled without preliminary moderation. Such phrases may contain competitors' brands and unusual words, depending on the contents of queries on which the ad impressions were based.