Ads Management
Keyword & Search Term Quality View
Measure how “healthy” your targeting is by separating strong keywords and search terms from those that only consume spend without generating sales.
Filter by date range to see which keywords generated sales in the selected period, and which keywords or search terms stayed flat with zero orders.
Use this quality view to decide where to increase bids, where to cut aggressively, and how to convert wasteful traffic into negative keywords.
What you can see in the quality view
- Good keywords that generate sales in the selected date range
- Negative keyword candidates with spend and no sales
- High-quality search terms that convert well
- Search terms that drive cost but no purchases
Good keywords
Highlight keywords that actually drive sales
- Start by focusing on keywords that generated at least one order in the selected date range; these are the foundations of your current advertising performance.
- Sort by sales, conversion rate, or ACOS to see which keywords deserve more budget, higher bids, or dedicated campaigns and ad groups.
- Use this list to protect your best performers from accidental pausing and to create focused “winner” campaigns that scale profitably.
Negative keywords
Find keywords that spend but never convert
- Next, review keywords with meaningful spend and zero sales in the same date range; these are your clearest negative keyword or bid-cut candidates.
- Filter by spend thresholds to ignore tiny tests and focus on keywords that have had enough traffic to make a confident decision.
- From here you can decide whether to pause the keyword, lower the bid sharply, or add a broader negative to block entire unprofitable themes.
Good search terms
Promote search terms that prove real shopper intent
- Look at search terms that generated orders with strong click-through and conversion rates; these reflect how customers naturally describe your product.
- Turn these high-quality search terms into new exact or phrase keywords, add them to your listing copy, and feature them in product titles and bullets.
- Over time, this process builds a clean core of “proven” terms that fuel both organic ranking and profitable paid acquisition.
Negative search terms
Block search terms that only waste spend
- Finally, isolate search terms with high spend and zero purchases; these often reveal mismatched intent, wrong audiences, or irrelevant queries.
- Add them as negative keywords at the right level (ad group, campaign, or account) to prevent further waste and clean up your traffic.
- Use this view regularly to keep your search term inventory “trimmed”, so more of your budget flows into searches that can actually convert.