Weekly search terms and publisher hygiene
Routine search query and publisher domain hygiene is the operational foundation of high-margin paid search. Here is the weekly audit workflow.
Why search query hygiene protects profit margins#
Broad match expansion and automated close variants continuously match advertiser keywords to new, unpredictable user search queries.
Without disciplined weekly reviews, accounts accumulate substantial wasted spend on irrelevant queries as documented in Microsoft Negative Keyword Hygiene Guide, 2026.
The two-step search term review protocol#
Execute this two-step routine on 14-day search term query reports:
- Keyword Harvesting: Identify high-converting multi-word queries with 2+ conversions and graduate them to dedicated exact-match ad groups.
- Negative Sculpting: Identify zero-conversion terms exceeding 1x Target CPA and add their root themes to shared negative lists as outlined in Microsoft Reporting API Docs, 2026.
Auditing syndicated partner domains for bot traffic#
Run a Website URL (Publisher) performance report weekly. Filter for domain placements with elevated spend, zero conversions, and abnormally high CTRs (indicative of accidental or incentivized clicks), adding them to account-level Website Exclusions.
Excluding the bottom 20% of non-converting syndicated domains routinely cuts average CPA by 15% to 25%.
Establishing recurring governance schedules#
Schedule automated report delivery every Monday morning to maintain operational consistency across all managed brand accounts.
Consult our Microsoft Ads Hub for negative keyword builder tools.
Weekly hygiene operational workflow#
The table below summarizes the weekly hygiene operational sequence.
| Review Area | Filter Criteria | Action Taken | Destination List |
|---|---|---|---|
| Search Query Harvest | Conversions >= 2 AND CPA < Target | Add as Exact Match Keyword | Dedicated Alpha Ad Group |
| Search Query Negative | Spend > £75 AND Conversions = 0 | Add Root Word as Negative | Master Shared Negative List |
| Syndicated Domain Block | Spend > £100 AND CVR < 0.5% | Exclude Domain URL | Account Website Exclusion List |
| Conflict Check | Negative Conflict Alerts | Remove Conflicting Negatives | Active Campaign Negative Lists |
Frequently asked questions#
How often should I review search terms in Microsoft Advertising?
Active, high-spend accounts should conduct search term reviews weekly, while smaller accounts can review bi-weekly or monthly.
What is keyword harvesting?
Keyword harvesting is the practice of finding high-converting search queries in your search term reports and adding them as new exact-match bidding keywords.
How do I identify low-quality syndicated publisher websites?
Run a Website URL (Publisher) report and look for domains with high spend, high bounce rates, and zero conversions over a 30-day window.
Should I add negative keywords as exact or phrase match?
Add single root words (like 'free', 'jobs', 'salary') as phrase negatives, and specific full queries as exact negatives.
Where do I add website exclusions in Microsoft Ads?
Navigate to Tools > Exclude Websites to add non-performing domain URLs to campaign or account-level exclusion lists.
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