In June last year I saw a big jump in my CPC in June 20th onwards. Averaging 38p to 72p overnight. On that day, June 20th I had a routine chat to my allocated Adwords specialist in Ireland. I was debating how I can avoid appearing for singular keywords as these don’t yield good results for my business. Since the match types have become broader and broader over the years he could not determine an effective way to do it do it any longer. I did however generate a list of thousands of singular keywords and add them as exact matches in an account level negative keyword list. This worked but it is massively time consuming. Could it be that Google penalises accounts for having huge negative keyword lists even if technically they increase our CTR and conversions. The fact it happened overnight is odd and worrying. Can anyone give me their thoughts?
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