Action

Purpose and Best Practice

Finding New Keywords

Look for search terms that have driven multiple conversions but are not currently in your keyword list. Add these high-performing phrases as Exact Match keywords to gain more control over their bidding and messaging.

Adding Negative Keywords

Crucial: Look for searches that are clearly irrelevant to your business (e.g., searches for ‘free services’, ‘jobs’, or competitor names you don’t want to target). Check the box next to these terms and click ‘Add as negative keyword’ to prevent wasted spend.

Match Type Strategy

Stat: On average, Google’s Broad Match keywords will match to hundreds of unique search terms. Reviewing this report is how you manage that broad reach, moving successful general terms into the more controlled Phrase or Exact match types.

Review Frequency

In the initial 1 to 2 months of a new campaign, you should review this report at least weekly to ensure you quickly block irrelevant spend before it impacts your budget.