Search Term Reviews
When new queries enter campaigns faster than the account learns which ones are useful, the first task is to turn search-term evidence into regular targeting decisions. We classify queries by relevance, intent, result, cost, negative opportunity, and keyword opportunity, then review the findings with your team. That gives the next change a clear reason instead of adding more activity without checking its value. Use dated records rather than relying on memory at the next review.
Group campaigns around services and customer needs. Separate unsuitable searches with reviewed exclusions rather than one catch-all campaign. Check the main customer path before judging the channel alone.
A fair test
Change a defined part of the message, audience, or page and state the success measure in advance. Account for conversion delay before comparing results. Check what happens after the customer clicks, submits, or calls.
Platform attribution and analytics may credit conversions differently. Compare costs and customer records, and state which conversion definition the report uses. Use the same definitions when comparing reporting periods.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities
