One negative should block
forty terms, not one.
Negative-keyword work is endless because most of it is done at the term level. Add forty exact negatives and the same waste returns next week wearing different words.
Add one phrase negative
“free”
Blocks every search term containing the word as a standalone token — including the thirty-one not shown here.
In build · shown to describe the shape of the feature, not a live screen
The fan-out
One word.
Thirty-seven terms.
One phrase negative, 37 terms, 30 days: $820 of spend that would have been blocked, none of which converted.
Spend it would have blocked
$820
Across 37 terms in 30 days, none of which converted.
Checked before it is offered
Campaign level, ad group level and shared lists are all checked first, so Marley never recommends a negative you are already running — the failure mode that makes most negative recommendations worthless.
Why the result page is involved at all
Alike on paper.
Opposite in intent.
Grouping search terms by string similarity produces nonsense: “free expense template” and “expense template pricing” look alike and mean opposite things.
Marley will group them by what the result page returns for each — if a query returns template downloads and no ads, the intent is not commercial, whatever the words look like.
Where it sits
Ask it directly
Queryable from your own AI client over MCP — same data, same limits, no interface required.
How the MCP works