Misrouting queries are queries that match a live exact match keyword in your account but have been picked up by a different keyword. This could result in queries being matched to less relevant and poorer performing keywords.
You can see these in the Misrouting queries report.
Routing negatives are applied at two levels:
- When you have split campaigns by match type and we detect a broad match stealing from exact match, the exact match keyword will be added to a routing negatives list in the shared library. This list will then be applied to campaigns that do not contain exact match keywords
- When you're using a mixed match structure or the software sees an exact match keyword stealing from another exact match keyword in a different ad group, then the negative will applied at the ad group level