How does Bavian decide which search terms are wasted spend?

Every day, Bavian looks at the searches that triggered your ads in the last 30 days and decides which ones to block.

What counts as wasted

• Spend without results: a search that has cost money without bringing sales or leads, measured against how often your account usually converts. A few clicks without a sale don't prove much, so Bavian waits until it has enough to go on.
• Clear mismatches: searches for free things, jobs or competitors you don't bid on, do-it-yourself searches when you sell the service, or searches for products you don't sell or places you don't serve. Bavian can block these straight away, after checking your business details and website.

Bavian never blocks a search on a campaign where it brought a conversion in the last three months, or a search you've allowed again. It blocks the search on the campaign that showed it.

See and undo a block

1. In Bavian, open Keywords, then Negative keywords.
2. Blocks Bavian added are marked Bavian under Added by, with its reason.
3. To undo one, click Allow again, then Allow 1 keyword.

Bavian then removes the block and doesn't block that search again. In Approval mode, each block waits for your yes.