True or false? The reason for creating three separate keyword lists is to segment keywords that represent strong buyer’s intent, that represent interest in the product, and that represent users that could be interested, and to exclude completely irrelevant words as negatives.

This statement is true. Creating three distinct keyword lists (often categorized as high-intent, mid-funnel, and broad/informational) allows for precise targeting. High-intent keywords capture users ready to purchase, mid-funnel keywords engage those researching, and broad keywords reach potential customers early in their journey. Simultaneously, using negative keywords is crucial to filter out irrelevant searches, preventing wasted ad spend and improving campaign performance by ensuring ads are shown only to genuinely interested users. This segmentation strategy optimizes ad relevance and maximizes return on investment.