Keep your Ad Grants account healthy

Stop showing ads for searches you don't serve

Grantkeeper reads your search terms report, groups the searches that don't fit, and adds negative keywords once you say which ones.

What you send: Ask for the last 7 or 30 days of search terms, for the whole account or one campaign. — What you send

What you get: Searches sorted into fits and doesn't fit, with proposed negative keywords for each campaign and any good searches they would also block. — What you get

Fictional example.

Text it like this

Fictional example.

You: What are people searching before they click our tutoring ads?

Grantkeeper: Last 30 days: most searches fit, like “free tutoring Elm County.” 6 don't: 3 are job searches such as “tutoring jobs near me,” and 3 are for paid test prep. Add “jobs,” “hiring” and “sat prep” as negatives to the Tutoring campaign?

Read what people actually typed

Google's search terms report shows the searches that triggered your ads. Grantkeeper reads it for the last 7 or 30 days, starting with the searches that used the most grant spend, and sorts them into two groups: searches that fit a program, and searches that don't.

The searches that don't fit tend to fall into a few kinds: people looking for jobs, people looking for a paid service, searches for another organization with a similar name, searches from places you don't serve, and searches for something unrelated that happens to share a word. Each kind gets its own suggested negative keywords.

Fictional example: a tutoring campaign shows for “tutoring jobs near me,” “sat prep classes cost” and “Elm County library hours.” The first two get suggested negatives. The third is close to the mission, so Grantkeeper asks whether the library partnership deserves its own page.

Block carefully

A negative keyword stops your ads from showing on searches that contain it, and it never adds spend. A negative that is too broad can block good searches too: blocking “free” would also block “free tutoring.” Grantkeeper points out any good searches in the report that share a word it suggests blocking.

When you confirm, Grantkeeper adds the negative keywords to the campaign. Fewer unrelated views can help the account's click rate, and the next report shows what changed. Run it again every few weeks, and after you add new keywords.

Grantkeeper adds negative keywords to the campaign you name, so a word that is wrong for tutoring isn't blocked for the job-training program next door.

If a search is close to your mission but not quite covered, consider a new keyword and a page for it instead of a negative. The 5% CTR guide shows how this connects to the click rate.

Sources: Google Ads: about the search terms report

What you send

Ask for the last 7 or 30 days of search terms, for the whole account or one campaign.

What Grantkeeper prepares

Searches sorted into fits and doesn't fit, with proposed negative keywords for each campaign and any good searches they would also block.

What to keep in mind

A negative keyword only stops ads from showing. Check that a word is really off-mission before blocking it.

Talk to us about Grantkeeper