Reviewing Search Terms with Click-Through Rates Above 100%

Objective:

To review search terms with click-through rates greater than 100% with 2 or more impressions and block these keywords with exact match negative keywords if they do not align with the services being advertised.

Key Steps:

1. Go to Google Ads.
2. Navigate to Insights and Reports, then select Search Terms.
3. Set the date range for the past four weeks.
4. Click on CTR to sort by the highest click-through rates.
5. If CTR column is not visible, go to Columns, click Modify Columns, select CTR, and click Apply.
6. Review search terms with click-through rates greater than 100% and 2 or more impressions.
7. Determine if the search terms align with the services being advertised.
8. If a search term does not align, mark it as an exact match negative keyword.
9. Check if the negative keyword should be added at the ad group level or campaign level.
10. Save the changes to exclude the negative keyword.

Cautionary Notes:

• Ensure that the search terms with click-through rates above 100% and 2 or more impressions are thoroughly reviewed before marking them as negative keywords.
• Be cautious not to mark search terms as negative keywords if they align perfectly with the services being advertised, even if they have high click-through rates.

Tips for Efficiency:

• Perform this review every two weeks on the account level with a date range set to four weeks.
• Regularly monitor and adjust the list of negative keywords based on performance and relevance to the advertising campaign.
• Keep track of the impact of adding negative keywords on the overall campaign performance to optimize future keyword selections.