On Google, I have so many negatives in my broad matched Adwords campaigns and yet every week I see more or less the same queries turn up on search query reports that have been negatived. This is very frustrating. This keeps happening on keywords which are high in volume on Google broad searches, e.g. something like ‘holiday’. If I have a load of negatives against this broad matched term, but I increase CPCs/daily budget caps, Google will try to push for volume even within what I have negatived (or so I believe).
I also just read this post which suggests from contact with Google support that “with broad match negative keywords, the system does not block all related queries — especially if they are different in more than one respect”. E.g. if I negative match ‘holiday inn’ as a broad negative and the query ‘holeday inns’ repeatedly came up (unlikely I know), then this would not be captured by the negative as it is 2 removes from the negative, effectively cancelling itself out. This means that the negative algorithm cannot handle more than one variation on broad match at a time, especially at the expense of driving volume and therefore profit for Google.
Negative broads seem to be more effective on low daily budget campaigns and keywords which don’t see masses of queries.
The solution: negative exact match everything irrelevant to your Adwords campaign as it comes up in search query reports – unfortunately you may have paid for the irrelevant click but it won’t happen again as it definitely won’t be matched again.