📊 Non-Converting vs. Converting Search Terms

This view helps identify where ad spend is inefficient by surfacing search terms, campaigns, and ad groups with a high percentage of non-converting spend. Use this to prioritize what should be excluded or investigated further.

Key Features:

• Spend Visualization. Quickly compare how much budget is going to converting vs. non-converting queries. This allows you to estimate potential waste and opportunity for cleanup.

• Top Offenders by Campaign & Ad Group. Instantly identify the campaigns and ad groups with the highest absolute spend on non-converting search terms. These are your priority areas for exclusions.

• Pivot table. A dynamic table breaks down each query and non-converting vs. converting spend (both % and absolute) with direct "Exclude" actions to remove terms from campaigns or ad groups immediately. Can be easily pivoted towards ad group, campaign and account.

🧠 Query Keyword Similarity

This section uses semantic analysis to determine how relevant a search term is to the keyword it matched with. Low similarity scores often indicate mismatched intent and can waste spend. High similarity identifies search terms that can be added to your account based on textual relevance.

Key Features:

• Similarity score. Each search term is given a score (0 to 1) showing how closely it matches the keyword it's triggering. A score closer to 0 means poor alignment.

• Breakdown by account and ad group. View where the most low-similarity queries are happening, and how often. This helps pinpoint problematic structures in your campaigns.

• Query table with actionable metrics

  
  

🔁 Double Matched Queries (Duplicate Triggered Queries)

• This section shows search terms that are triggering across multiple campaigns or ad groups.

• It helps identify internal competition, wasted spend, and confusing attribution.

• For each repeated query, you can view where it triggered, how often, and with what performance (spend, conversions, etc.).

• You can spot where a query performs best and exclude it from weaker-performing placements.

• This supports better keyword ownership, avoiding overlap and fragmentation.

• Use it to refine campaign structure by assigning queries to one clear ad group and sculpting with negatives where needed.

• Ideal for large accounts where query duplication can go unnoticed and cause inefficiencies.