skill-013-search-term-mining-keywords

Skill 013: Search Term Mining for New Keywords

Purpose

Review search term reports to identify high-performing queries that are not yet added as keywords, representing opportunities for better control and optimization. Adding converting search terms as keywords provides bid control and enables tailored ad copy.

Data Requirements

Data Source: Standard

Standard Data:

• data/performance/campaigns/*/*/search_terms_metrics_30_days.md - Search query performance
• data/account/campaigns/*/*/keywords.md - Existing keywords to cross-reference

Reference GAQL:

SELECT
  campaign.name,
  ad_group.name,
  search_term_view.search_term,
  search_term_view.status,
  metrics.impressions,
  metrics.clicks,
  metrics.cost_micros,
  metrics.conversions,
  metrics.conversions_value
FROM search_term_view
WHERE segments.date DURING LAST_30_DAYS
  AND metrics.impressions > 0

Use /google-ads:get-custom if you need different date ranges or additional metrics.

Analysis Steps

1. Identify converting terms not added: Filter for Status = "None" (not explicit keyword) with Conversions >= 1
2. Find high-volume opportunities: Status = "None", Conversions = 0, Clicks >= 10, CTR >= 2%
3. Cross-reference existing keywords: Check if close variant already exists as keyword
4. Recommend match type: High CPA risk → Exact; proven performer (3+ conv) → Phrase or Broad
5. Group recommendations: Organize by ad group fit and priority (conversion-based > volume-based)

Thresholds

Condition	Severity
Conversions >= 3 AND Status = "None"	Critical
CPA <= Campaign Target CPA AND Status = "None"	Critical
Conversions >= 1 AND Status = "None"	Warning
Clicks >= 20 AND CTR >= 3% AND Conv = 0	Info

Output

Use Short format by default. Use Detailed if user requests comprehensive analysis.

Short:

## Search Term Mining Audit
**Account:** [Name] | **Search Terms:** [X] | **Opportunities:** [Y]

### Critical ([Count])
- **"[search term]"**: [X] conversions at $[Y] CPA, not added → Add as [exact]
- **"[search term]"**: [X] conversions, triggering from broad match → Add as [exact]

### Warnings ([Count])
- **"[search term]"**: 1-2 conversions, worth capturing → Add as [exact]

### Recommendations
1. Add [X] converting search terms as keywords
2. Estimated additional control: [Y]% of converting queries

Detailed adds:

• What Was Checked (search term status, conversion data)
• Top converting terms table (Term, Ad Group, Clicks, Conv, CPA, Status, Recommendation)
• High-volume opportunity table (Term, Impressions, Clicks, CTR, Cost)
• Summary statistics (total analyzed, terms not added, potential new keywords)