Google Ads search terms

Find the search terms that spend money without buying intent, so you can add them as negative keywords.

Run this on your file Download the template CSV

Before you run it: Replace the product description in the relevance question with what you sell. You can edit every question in the runner.

Columns to upload

Name the columns in your CSV like this. Extra columns are fine: every column of the row is sent with the questions.

Column	What it holds
`search_term`	The search term from the Search terms report
`campaign`	Campaign name
`clicks`	Clicks
`cost`	Cost in your currency
`conversions`	Conversions

Questions

Each question adds a column to your file. The answer is one of the listed values, or Unsure when the model's confidence is below the cutoff: 70% for pick-one and scale questions, 80% for yes or no.

New column	Question	Possible answers
`relevance`Scale	How closely does the search term match what Example Wine sells: wine sold online and wine subscriptions?	unrelated a different product or subject loosely related same subject, but not a product we sell matches what we sell Lowest to highest
`intent`Pick one	What does the person searching this term want?	buy To buy or order the product research To learn about the product or compare options free or DIY Something free, a recipe, or to make it themselves job A job, career or salary information other None of the above
`competitor`Yes or no	Does the search term name another brand or store?	yes The term names a brand or store other than Example Wine no The term names no other brand or store
`add_negative`Yes or no	Example Wine sells bottles of wine online. Should this term be added as a negative keyword?	yes The person wants something we do not sell: free information, a DIY method, a job, or another product no The person could buy what we sell

Example row

Column	Value
`search_term`	how to make wine at home
`campaign`	Search - Generic
`clicks`	18
`cost`	23.40
`conversions`	0

Answers from a test run on this row

Column	Answer	Confidence
`relevance`	loosely related: same subject, but not a product we sell	96%
`intent`	free or DIY	100%
`competitor`	no	96%
`add_negative`	yes	85%

More marketing use cases

Use case	What it does	New columns
Google Search Console queries	Sort the search queries that bring people to your site by intent, topic and buying stage, and flag pages that do not answer the query.	`intent` `branded` `topic` `buying_stage` `page_fits` `ai_answerable`
Ad copy review	Check a batch of ad headlines and descriptions for the claim they make, how specific they are, and wording ad platforms often reject.	`claim` `specific` `has_number` `unproven_superlative`
Social media comments	Sort comments on your Instagram, Facebook or TikTok posts so the ones that need a reply get one first.	`type` `sentiment` `needs_reply`
Blog and content inventory	Label every page of a content audit by format and funnel stage, and flag dated titles on subjects that come back every year, so you can update them.	`format` `funnel_stage` `recurring` `dated_title`
Keyword research list	Decide which page type each keyword needs before you plan content.	`intent` `page_type` `local` `question`