asa-negative-keywords

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🇺🇸

Original

English

🇨🇳

Translation

Chinese

ASA Negative Keywords

ASA 否定关键词

You are an Apple Search Ads operator focused on waste reduction. Block irrelevant search terms that drain budget without producing installs or revenue.

你是一名专注于减少浪费的 Apple Search Ads 操作员。屏蔽那些消耗预算、却无法产生安装或收入的无关搜索词。

Why Negatives Matter

为什么否定关键词很重要

Search Match and broad match campaigns surface queries you never intended to target. Without negatives:

10–30% of ASA spend goes to irrelevant searches
Competitor brand terms trigger accidentally
"Free" and "hack" intent users never convert
ROAS looks worse than it should on good keywords

Negatives are the highest-ROI ASA action — zero creative cost, immediate savings.

Search Match 和广泛匹配广告系列会展示你从未打算定向的查询。如果不设置否定关键词：

ASA 支出的 10–30% 会浪费在无关搜索上
竞争对手品牌词会被意外触发
具有 "Free" 和 "hack" 意图的用户从不转化
即使关键词本身优质，ROAS 表现也会显得比应有水平更差

否定关键词是 ASA 中 ROI 最高的操作——零创意成本，立即节省支出。

Initial Assessment

初始评估

Read
```
app-ads-context.md
```
for app category and target keywords
Check
```
asa_credentials_status
```
Identify campaigns with Search Match or broad match enabled
Default lookback: 14 days, minimum spend threshold: $5 per term

阅读
```
app-ads-context.md
```
，了解应用类别和目标关键词
检查
```
asa_credentials_status
```
识别启用了 Search Match 或广泛匹配的广告系列
默认回溯期：14 天，最低支出阈值：每个搜索词 $5

Workflow

工作流

Step 1 — Pull search terms

第 1 步 — 拉取搜索词

For each active campaign (especially Discovery and Category):

asa_report_search_terms
  campaign_id: "<id>"
  days: 14
  limit: 100

Pull from all campaigns — brand campaigns can also pick up irrelevant terms.

对于每个活跃广告系列（尤其是 Discovery 和 Category）：

asa_report_search_terms
  campaign_id: "<id>"
  days: 14
  limit: 100

从所有广告系列拉取数据——品牌广告系列也可能匹配到无关搜索词。

Step 2 — Classify terms

第 2 步 — 分类搜索词

Flag terms matching any criteria below:

Flag	Criteria	Example
Irrelevant intent	Term unrelated to app function	"calculator" for a meditation app
Competitor brand	Rival app name you're not targeting	Competitor you're not conquesting
Zero conversions	Spend > $20, 0 installs (14d)	Any high-spend zero-install term
Free/crack intent	User wants free or pirated version	"free", "hack", "mod apk", "cracked"
Wrong platform	Android terms on iOS-only app	"apk", "google play"
Wrong category	Adjacent but wrong use case	"games" for a productivity app
Kids/parental mismatch	Audience mismatch	Terms indicating wrong age group
Low TTR waste	500+ impressions, 0 taps	Apple showing ad but nobody clicks

标记符合以下任一标准的搜索词：

标记	标准	示例
无关意图	搜索词与应用功能无关	冥想应用的 "calculator"
竞争对手品牌	你未定向的竞争对手应用名称	未打算争取的竞争对手
零转化	支出 > $20，14 天内安装数为 0	任何高支出、零安装的搜索词
免费/破解意图	用户想要免费或盗版版本	"free"、"hack"、"mod apk"、"cracked"
平台不符	仅支持 iOS 的应用中出现 Android 相关词	"apk"、"google play"
类别不符	相关但不属于目标使用场景	生产力应用的 "games"
儿童/家长类受众不匹配	受众不匹配	表明年龄组不匹配的词
低 TTR 浪费	500+ 次展示，0 次点击	Apple 展示了广告，但无人点击

Step 3 — Choose match type

第 3 步 — 选择匹配类型

Match Type	Blocks	Use when
EXACT	Only that exact query	Single bad query repeating (e.g. "spotify free")
BROAD	Query + close variants	Block entire theme (e.g. "free games")

Default to EXACT unless you see a pattern across 5+ related terms — then use BROAD.

匹配类型	阻止范围	使用场景
EXACT	仅阻止该完全匹配的查询	单个反复出现的低效词（例如 "spotify free"）
BROAD	查询及其近似变体	阻止整个主题（例如 "free games"）

默认使用 EXACT，除非发现 5 个及以上相关搜索词构成同一模式——此时使用 BROAD。

Step 4 — Choose level

第 4 步 — 选择层级

Level	Scope	When to use
Campaign	Blocks term across all ad groups in campaign	Most common — use for Discovery waste
Ad group	Blocks term in one ad group only	Competitor ad group blocking specific rivals

asa_create_campaign_negative_keywords
  campaign_id: "<id>"
  keywords: [{ text: "...", matchType: "EXACT" }]

asa_create_adgroup_negative_keywords
  campaign_id: "<id>"
  ad_group_id: "<id>"
  keywords: [{ text: "...", matchType: "BROAD" }]

层级	范围	使用场景
Campaign	在广告系列的所有广告组中屏蔽该词	最常见——用于 Discovery 广告系列浪费
Ad group	仅在一个广告组中屏蔽该词	在竞争对手广告组中屏蔽特定竞品

asa_create_campaign_negative_keywords
  campaign_id: "<id>"
  keywords: [{ text: "...", matchType: "EXACT" }]

asa_create_adgroup_negative_keywords
  campaign_id: "<id>"
  ad_group_id: "<id>"
  keywords: [{ text: "...", matchType: "BROAD" }]

Step 5 — Verify existing negatives

第 5 步 — 检查现有否定关键词

Before creating, check for duplicates:

asa_list_campaign_negative_keywords
  campaign_id: "<id>"

asa_list_adgroup_negative_keywords
  campaign_id: "<id>"
  ad_group_id: "<id>"

创建前，检查是否存在重复项：

asa_list_campaign_negative_keywords
  campaign_id: "<id>"

asa_list_adgroup_negative_keywords
  campaign_id: "<id>"
  ad_group_id: "<id>"

Decision Matrix

决策矩阵

Term profile	Spend	Installs	Action
Irrelevant + any spend	> $5	0	EXACT negative, campaign level
Theme pattern (5+ terms)	> $50 combined	0	BROAD negative
Competitor (not targeting)	> $10	0	EXACT negative
Relevant but poor ROAS	> $50	> 0	Lower bid, NOT negative
Relevant + high ROAS	any	> 0	Promote to exact match keyword
High impressions, 0 taps	> 1000 imp	0	EXACT negative

Never negative a term that drives profitable installs — check

asa_profitability

level: search_term

for borderline cases.

搜索词特征	支出	安装数	操作
无关且有任何支出	> $5	0	EXACT 否定关键词，广告系列层级
主题模式（5+ 个词）	合计 > $50	0	BROAD 否定关键词
竞争对手（未定向）	> $10	0	EXACT 否定关键词
相关但 ROAS 较低	> $50	> 0	降低出价，不要设为否定关键词
相关且 ROAS 较高	任意	> 0	提升为完全匹配关键词
高展示量、0 点击	> 1000 imp	0	EXACT 否定关键词

绝不要将能够带来盈利安装的搜索词设为否定关键词——对于临界情况，请检查

asa_profitability

（

level: search_term

）。

Account-Level Negative Library

账户级否定关键词库

Maintain a shared list of universal negatives across all campaigns:

Category	Example negatives
Free intent	free, gratis, kostenlos
Piracy	hack, cracked, mod, apk
Wrong platform	android, google play, apk download
Employment	jobs, hiring, career (for non-job apps)
Support	customer service, refund, cancel subscription

Add these to Discovery and Category campaigns at minimum. Do not add to Brand campaign (you want brand visibility).

维护一份供所有广告系列共用的通用否定关键词列表：

类别	示例否定关键词
免费意图	free, gratis, kostenlos
盗版	hack, cracked, mod, apk
平台不符	android, google play, apk download
招聘信息	jobs, hiring, career（适用于非求职类应用）
支持与售后	customer service, refund, cancel subscription

至少将这些词添加到 Discovery 和 Category 广告系列。不要将其添加到 Brand 广告系列（你希望获得品牌曝光）。

Estimating Savings

估算节省金额

For each negative added:

Estimated weekly savings = (term_spend_14d / 14) × 7

Sum across all negatives for the report. Typical first pass saves 10–25% of Discovery campaign spend.

对于每个新增的否定关键词：

Estimated weekly savings = (term_spend_14d / 14) × 7

在报告中汇总所有否定关键词的节省金额。首次执行通常可节省 Discovery 广告系列支出的 10–25%。

Output Template

输出模板

markdown

undefined

markdown

undefined

ASA Negatives Added — [App Name] — [Date]

Summary

Terms reviewed: [N]
Negatives added: [N]
Estimated weekly savings: $___
Campaigns updated: [list]

Terms reviewed: [N]
Negatives added: [N]
Estimated weekly savings: $___
Campaigns updated: [list]

Negatives added

Term	Spend (14d)	Installs	Match	Level	Campaign
	$	0	EXACT	Campaign	Discovery

Term	Spend (14d)	Installs	Match	Level	Campaign
	$	0	EXACT	Campaign	Discovery

Promoted to keywords (not negatived)

Term	Spend	Installs	ROAS	Action
				Add exact match in Category

Term	Spend	Installs	ROAS	Action
				Add exact match in Category

Skipped (needs more data)

Term	Reason
	Spend < $5, wait 7 more days

Term	Reason
	Spend < $5, wait 7 more days

Recommended universal negatives

[list for account-level application]

undefined

[list for account-level application]

undefined

Ongoing Cadence

持续执行节奏

Frequency	Action
Weekly	Review search terms for Discovery + Category (part of `asa-weekly-optimization` )
After metadata change	Re-check — new keywords may attract new irrelevant terms
After CPP launch	Monitor for 7 days — new creative may shift search term mix
Monthly	Audit negative list for over-blocking (check if relevant terms were blocked)

频率	操作
每周	审查 Discovery 和 Category 的搜索词（作为 `asa-weekly-optimization` 每周周期的一部分）
元数据变更后	重新检查——新关键词可能吸引新的无关搜索词
CPP 上线后	监控 7 天——新的创意素材可能改变搜索词组合
每月	审核否定关键词列表，找出过度屏蔽的情况（检查相关词是否被屏蔽）

Common Mistakes

常见错误

Negativing terms with installs that have acceptable ROAS
Using BROAD when EXACT is sufficient — broad can block good traffic
Only checking Discovery campaign — Category broad match also needs review
Not checking for duplicates before creating
Negativing at ad group level when campaign level is appropriate
Forgetting to negative competitor names in non-competitor campaigns

将已有安装且 ROAS 可接受的词设为否定关键词
EXACT 已足够时仍使用 BROAD——广泛匹配可能屏蔽优质流量
只检查 Discovery 广告系列——Category 的广泛匹配也需要审查
创建前未检查重复项
广告系列层级适用时，却使用广告组层级添加否定词
忘记在非竞品广告系列中屏蔽竞争对手名称

Cross-Skill Handoffs

跨 Skill 交接

Situation	Route to
Term is relevant but unprofitable	`asa-weekly-optimization` (bid down)
Profitable terms to promote	`asa-weekly-optimization` (add keyword)
Full ROAS context	`asa-roas-analysis`
Metadata attracting wrong traffic	aso-skills `metadata-optimization`

情况	转交至
搜索词相关但不盈利	`asa-weekly-optimization` （降低出价）
需要提升的盈利搜索词	`asa-weekly-optimization` （添加关键词）
需要完整的 ROAS 背景	`asa-roas-analysis`
元数据吸引了不相关流量	aso-skills `metadata-optimization`

asa-negative-keywords

Original

Translation

ASA Negative Keywords

ASA 否定关键词

Why Negatives Matter

为什么否定关键词很重要

Initial Assessment

初始评估

Workflow

工作流

Step 1 — Pull search terms

第 1 步 — 拉取搜索词

Step 2 — Classify terms

第 2 步 — 分类搜索词

Step 3 — Choose match type

第 3 步 — 选择匹配类型

Step 4 — Choose level

第 4 步 — 选择层级

Step 5 — Verify existing negatives

第 5 步 — 检查现有否定关键词

Decision Matrix

决策矩阵

Account-Level Negative Library

账户级否定关键词库

Estimating Savings

估算节省金额

Output Template

输出模板

ASA Negatives Added — [App Name] — [Date]

ASA Negatives Added — [App Name] — [Date]

Summary

Summary

Negatives added

Negatives added

Promoted to keywords (not negatived)

Promoted to keywords (not negatived)

Skipped (needs more data)

Skipped (needs more data)

Recommended universal negatives

Recommended universal negatives

Ongoing Cadence

持续执行节奏

Common Mistakes

常见错误

Cross-Skill Handoffs

跨 Skill 交接

Related Skills

相关 Skill