What the report shows
The search terms report lists the actual searches that triggered your ads, with clicks, cost and conversions for each. Unlike a keyword, a search term is what the shopper typed.
Some low-volume searches are left out of the report for privacy. Search terms insights groups searches into themes and includes those low-volume terms in its totals, so the two views can differ slightly.
Find wasted spend
- Set a date range long enough to be fair, such as the last 30 to 90 days.
- Sort by cost and filter to terms with no conversions.
- For each, compare its clicks with your usual conversion rate. At a 2% conversion rate, 50 clicks with no sale is a weak signal; 150 is a strong one.
- Add the clearly irrelevant and the proven non-converters as negative keywords.
Find words that sell
Sort the other way: terms with the most conversions. Words that shoppers use before buying, but that are missing from your product titles, are worth adding, as long as they are true of the product. That helps Google match those products to the searches that already convert.
Mistakes to avoid
- Blocking a term after a few clicks.
- Blocking a single broad word that appears in your best searches too.
- Forgetting conversion delay: a click today may convert days later, so very recent days look worse than they are.
How UltraROAS.ai does this for you
UltraROAS.ai reads your search terms every day, blocks those that take clicks without selling once there's enough evidence, and uses the words in converting searches when it rewrites titles, only where your product data supports them.