28 lines
903 B
Markdown
28 lines
903 B
Markdown
---
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title: "Negative Keyword Architecture"
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type: concept
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tags: [Paid Media, Search Advertising, Campaign Management]
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---
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## Definition
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分层否定关键词列表的系统化构建方法，用于阻止不相关搜索查询触发广告展示，是付费搜索账户优化的关键机制。
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## Tier Structure
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- **Account-Level**：整个账户通用
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- **Campaign-Level**：特定活动级别
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- **Ad Group-Level**：特定广告组级别
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- **Shared Negative Lists**：跨活动共享的否定列表
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## Best Practices
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- 定期审计和更新否定关键词列表
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- 检测否定关键词与正面关键词的冲突
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- 使用决策树结构（if query contains X AND Y, negative at level Z）
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- 按意图阶段分层管理（信息型查询通常需要否定）
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## Related Concepts
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- [[Search Term Analysis]]
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- [[Query Sculpting]]
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- [[Intent Classification]]
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## Related Entities
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- [[Search Query Analyst]] |