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Should we include competitor-related search terms as negatives? What is your opinion? You try it first. If it starts to waste money, you stop it. If you feel that you are pinching your competitors’ traffic and you are getting good conversions and results, then absolutely scale it. You need to be very careful though. So, for example, a good example would be, let's say broadband. You're selling broadband and you're targeting other broadband companies as their brand term. So if I'm with company A and you are selling company B, I will click on your ad and then I'll say, hey, I need to speak to billing or support or my broadband is down, my router is not working.

So you're going to start getting all those support calls as well. So as long as you negative out all those kind of search terms, then yes, it will work because you want to target only those search terms or keywords, which has got buying intent, not billing, accounting, support, my broadband is down, and all those other departments. Once you've done that, yes, initially you will waste a lot of money, but once you build up all your negative keywords, then it's only going to run ads which have got buying intent for your competitor's brand terms.