B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
12%
12% -- click through rate increase for PPC ad accounts with negative keyword strategy (2026)
Accounts utilizing a well-defined negative keyword strategy experienced a 12% increase in click-through rate according to a WordStream study.
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Lighthouse Research Team
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Evidence graded
Value
12%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
WordStream
Primary
Tier C
https://ppcgrowthstudio.com/microsoft-advertising-reach-more-customers-now/ ↗
Source Article
Microsoft Advertising: Lower CPCs, New Audiences
Understanding Microsoft Advertising and Its Benefits
Are you looking to expand your reach beyond Google Ads? Microsoft Advertising, formerly known as Bing Ads, offers a powerful platform to connect with a distinct audience. It can be a valuable addition to your overall marketing strategy. But where …
Original Research
WordStream
· Original study ↗
Methodology
WordStream study cited in secondary publication
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
PPC ad accounts with negative keyword strategy: 12% click through rate increase. Source: WordStream (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/negative-keyword-strategy-ctr-increase-12
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<blockquote cite="https://lighthousedata.io/data/negative-keyword-strategy-ctr-increase-12" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>12%</strong> -- click through rate increase for PPC ad accounts with negative keyword strategy<br><small>Source: WordStream (2026) · <a href="https://lighthousedata.io/data/negative-keyword-strategy-ctr-increase-12" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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