Another weekly task that our team performs is the auditing of search terms. Ads triggered by search terms that aren’t relevant to your campaign goals should be identified and eliminated. Additionally, consider adding search terms that are performing well.
What are search terms? These are the actual words that are entered into a search bar. Google will show some of these words (called search terms) that people actually entered in order for the ads to appear. But wait, I chose the keywords so why is it different? What words you show up for is a whole another topic of “keyword match type”. The important item here is you might show up for words in your search terms report that you don’t want to show up for. You need to make those negative keywords. If you like the keywords you show up for, you can add those as well with whatever keyword match type you would like. A more in-depth explanation of search terms can be found here. You need to audit your search terms weekly no matter to make sure you catch both the good and bad.
Use this step-by-step to audit search terms.
First, go into your Google Ads program. For this example, we will be looking at search campaigns. So go to Campaigns >>> Search Campaigns >>> Ad Groups.