How do you use keyword reports to refine your strategy in Google Ads?

Keyword reports are a powerful tool in Google Ads that can help you refine your keyword strategy and improve your ad performance. Here's how to use keyword reports to refine your strategy in Google Ads:

1. Access the keyword report: To access the keyword report, go to the "Keywords" tab in your Google Ads account and click on the "Search terms" tab. This report shows you the actual search terms that triggered your ads, along with the performance metrics for each keyword.
2. Identify high-performing keywords: Look for keywords that have a high click-through rate (CTR), conversion rate, and quality score. These keywords are performing well and should be prioritized in your keyword strategy.
3. Identify low-performing keywords: Look for keywords that have a low CTR, conversion rate, and quality score. These keywords are underperforming and should be reviewed and potentially paused or deleted.
4. Find new keywords: Look for new keywords in the search terms report that are relevant to your business and have a high search volume and intent. Add these keywords to your ad groups or create new ad groups for them.
5. Add negative keywords: Look for irrelevant or low-performing search terms in the keyword report and add them as negative keywords. This will help you exclude irrelevant traffic and improve your ad relevance and performance.
6. Adjust bids: Look for keywords that are performing well but have a low average position or impression share. Increase your bids for these keywords to improve their visibility and performance.
7. Optimize ad copy: Look for keywords that are performing well but have a low CTR or conversion rate. Review your ad copy and make changes to improve its relevance and appeal to users.
8. Monitor your performance: Regularly monitor your keyword performance and adjust your strategy as needed. Use the keyword report to identify trends, opportunities, and challenges, and make data-driven decisions to improve your ad performance.

By using keyword reports to refine your strategy in Google Ads, you can improve your ad relevance, reduce your cost-per-click, and increase your conversion rates. Keyword reports can help you identify new opportunities, optimize your ad copy and landing pages, and make data-driven decisions that drive results for your business.