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.

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.

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.

Did this answer your question?