The search terms report is the main source for adding new keywords. Keywords which received a minimum number of conversions are automatically added as keyword with the matching option “exact”. The minimum number depends on the account. Often, a single conversion of a search query is enough to be added as keyword. Hence, search queries, which were typed into Google and led to conversions, are added.
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Adding exact keywords ensures that the account is not weakened. For accounts with little conversions, search queries which have not yet led to a conversion can be added. That is the case if the click through rate (CTR) is clearly increased and the related ad group performs well. With this, a fast growth of (still) small accounts can be guaranteed.
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The conditions for adding new keywords, declaring them as exact keywords and fast response times make a negative performance unlikely. On the contrary, by adding new keywords enormous potentials for the account can emerge in the medium term.