Proactively Manage Negative Keywords To Drive PPC Efficiency Hero Conf / Brighton SEO 2026

This presentation will guide the audience through a proven approach to negative keyword management that minimises wasted spend and strengthens campaign efficiency.

Covering how shifting from reactive fixes to a proactive approach creates cleaner signals, better targeting and most importantly, more profitable PPC campaigns.

The session gives marketers the frameworks and steps needed to maintain control even as match types broaden.

Hero Conf Brighton Spring 2026

Transcript

2. One Size Fits None precisionly.co.uk #HeroConf
3. Efficiency, Efficiency, Efficiency precisionly.co.uk #HeroConf
4. How Much Budget Do You Manage? precisionly.co.uk Over £10,000 per month Over £50,000 per month Over £100,000 per month Over £500,000 per month #HeroConf
5. Most PPC Accounts Leak 10–30% Of Spend precisionly.co.uk #HeroConf
6. Monthly Budget Potential Waste £10,000 £1,000 - £3,000 £50,000 £5,000 - £15,000 £100,000 £10,000 - £30,000 £500,000 £50,000 - £150,000 precisionly.co.uk #HeroConf
7. Irrelevant Search Terms Match Types Loosened Hidden Search Terms Data precisionly.co.uk #HeroConf
8. Cost Per Click Cost Per Conversion ROAS Conversion Volume precisionly.co.uk #HeroConf
9. Bad Ads Poor Targeting Missing Ad Assets Poor Landing Pages precisionly.co.uk #HeroConf
10. Purely Because Of A Lack Of Relevancy precisionly.co.uk #HeroConf
11. But What’s The Real Cost? precisionly.co.uk #HeroConf
12. Monthly Budget Potential Waste Lost Revenue £10,000 £1,000 - £3,000 £3,000 - £9,000 £50,000 £5,000 - £15,000 £15,000 - £45,000 £100,000 £10,000 - £30,000 £30,000 - £90,000 £500,000 £50,000 - £150,000 £150,000 - £450,000 precisionly.co.uk #HeroConf
13. Missed Conversions Lost Revenue Slower Business Growth Confidence Drops In Lead Quality precisionly.co.uk #HeroConf
14. Once Upon A Time precisionly.co.uk #HeroConf
15. Broad +Broad +Match Modified “Phrase” [Exact] precisionly.co.uk #HeroConf
16. Ad Spend £10,000,000 precisionly.co.uk #HeroConf
17. Visible Keywords precisionly.co.uk #HeroConf Non-visible Keywords Avg CPC £2.25 Avg CPC £3.12 +38%
18. Visible Keywords precisionly.co.uk #HeroConf Non-visible Keywords CTR 10.06% + 35% CTR 7.42%
19. Visible Keywords precisionly.co.uk #HeroConf Non-visible Keywords Conv Rate 31.34% + 28% Conv Rate 24.55%
20. Visible Keywords precisionly.co.uk #HeroConf Non-visible Keywords CPA £7.12 CPA £12.70 +78%
21. Higher CPC Lower CTR Lower Conversion Rate Higher Cost Per Conversion precisionly.co.uk #HeroConf
22. £1,579,376 precisionly.co.uk #HeroConf One year Ad Spend Saving
23. Proactively Manage Negative Keywords precisionly.co.uk #HeroConf
24. One Size Fits None precisionly.co.uk #HeroConf
25. calchub.co.uk
26. Ad Group > Keywords
27. Enter Your Page URL
28. Tools > Planning > Keyword Planner
29. Keywords / URL - Whole Site / Page
30. Make Use Of Filters
31. Ad Group, Campaign Or Account Level
32. Top Tip: New Campaigns precisionly.co.uk #HeroConf Never throw away any irrelevant keywords
33. Top Tip: Single Account/Brand precisionly.co.uk #HeroConf Account-level negative keyword list
34. Top Tip: Agency/MCC precisionly.co.uk #HeroConf Consider if you can add negatives to MCC level negative keyword lists
35. Top Tip: Notifications Tab precisionly.co.uk #HeroConf Check for negative keyword conflicts
36. Top Tip: Processes precisionly.co.uk #HeroConf Build a proactive approach to negative keywords into your processes
37. Thank You precisionly.co.uk #HeroConf Dez Calton Founder www.precisionly.co.uk