Review Google search terms as part of account maintenance
This tutorial demonstrates finding irrelevant queries and adding appropriate negative keywords. The central habit is to inspect what actually triggered the ads, since the keyword you entered and the search a customer made are not always the same.
Distinguish keywords from search terms
The video explains broad, phrase, and exact matching through examples. Their reach differs, and even a closely controlled keyword can match related searches. Open the search-term report to see the actual queries before assuming a keyword name describes all the traffic it receives.
Identify queries that do not fit the business
Review relevance first, alongside spending and performance. The demonstration selects searches that clearly do not match the product or intent. Separate those from relevant searches that have not converted yet, so the cleanup does not become a blanket rejection of new demand.
Choose the right negative match and scope
The walkthrough adds terms to a negative list and changes some to phrase negatives. Consider how much the negative should block and whether it belongs across the account or only in a narrower campaign. An unnecessarily broad exclusion can remove useful searches too.
Make review a repeatable routine
The recording presents this as a frequent maintenance task, especially while the account is developing. Revisit the report as traffic accumulates and keep the decisions understandable. Query review works best when it consistently removes clear waste while preserving relevant opportunities to learn.
