Search terms reports: turning queries into negative keywords
Short answer: Search terms show what people actually typed—mine them weekly for negative keywords, new ad groups, and landing page gaps.
Ignoring search terms is how “Hamilton” campaigns fund “Hamilton musical tickets” clicks.
Negative keyword discipline
- Match types matter—broad negatives behave differently than phrase.
- Shared lists for junk patterns (jobs, DIY, free pdf) across accounts.
- Review before adding—some “weird” queries convert.
Positive mining
Phrases with strong commercial language belong in dedicated groups with tailored copy—not generic catch-alls.
SEO feedback loop
Repeated surprising queries suggest content or FAQ opportunities organic search will also pick up.
Frequently asked questions
How often should I check?
Weekly during learning; monthly when stable—seasonal businesses spike checks before peaks.
Why do negatives “stop working”?
Close variants and match type changes evolve—re-audit quarterly.