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Why Add Keyword from Search Term?
The search terms report will tell you exactly what search terms triggered your ads. It's useful data: you can see what your customers were looking for before they converted, or see what irrelevant searches have shown your ads when you didn't intend them to appear.
It's generally good practice to keep your keyword and negative lists well-matched to your search terms report. It keeps your account healthy and spending budget on the right searchers — but it can be hard, time-consuming work! That's where Opteo comes in...
How does this improvement work?
We'll offer this improvement when a search term is triggering your ads but hasn't been added as a keyword.
Our algorithm analyses the performance of individual words in your search queries (ignoring stop words like and, to, or, etc.) and flags up any outliers. If a search term has produced conversions at a near-target CPA, Add Keyword from Search Term will appear.
Depending on the search term, you may want to add it as a negative keyword instead. When you click Add Keyword, we'll prompt you to decide whether to Add New Keyword or Add Negative Keyword.
To help you decide, we'll tell you the amount spent on this search term, number of clicks and number of conversions it generated.
We'll also display a typical Google search results page the search query would generate.
- We'll prioritise the queries that are costing you the most.
- If the CPA is exceptionally bad (3x target CPA), Opteo will offer an Add Negative Keyword improvement task instead.
- We'll only look at queries generated in the last 90 days (to keep things fresh), but for those queries, we'll gather all-time metrics. This helps beef up stats for search queries, which tend to have very low metrics.
- We'll check your campaign-level negatives, your ad group-level negatives, your shared negative lists, and your existing keywords to make sure that a query isn't already covered. If we find an existing keyword, but it isn't [exact], we'll still prompt you for action — if it's a significant query, it deserves its own [exact] keyword.