The demand you are not buying. And the keywords you blocked by mistake.
Most audits only cut. These 13 checks also look for what is missing: searches that already convert through the wrong keyword, winners someone switched off, and good keywords that never spent a cent.
- 13 checks
- A long view of search terms
- Keyword Planner built in
The 13 checks in this area. As the app names them.
13Checks listed here
History
What the account used to do
Keywords Google rates well that have not spent in months
Keywords Google rates well and shows, that have not spent in months. Demand the account is not buying. Always a person's budget decision, never automated.
Keywords Google rates well that have not spent in months: How it decides and what to doKeywords that used to convert and are switched off
Keywords that used to convert and are now switched off. Never restarted on its own: a winner can be off for a good reason, so the finding reports and asks.
Keywords that used to convert and are switched off: How it decides and what to do
Structure
How it is built and set
A negative keyword switching off one you chose
A negative keyword that switches off a keyword you chose. The keyword still says enabled and still shows a Quality Score, and its own searches never reach it. Checked against every negative in force.
A negative keyword switching off one you chose: How it decides and what to doAI Max is widening what a campaign matches
AI Max switched on for a Search campaign, which widens what the campaign matches beyond its keywords. Oppy can switch it off on one campaign once you approve.
AI Max is widening what a campaign matches: How it decides and what to doBroad match running with nothing to stop it
Broad match running with no negative keywords at all. Broad match lets Google decide what a keyword means, and negatives are the only place the account can disagree.
Broad match running with nothing to stop it: How it decides and what to doCompetitors you named, that nothing bids on
Competitor names you confirmed that no keyword covers. Only the confirmed list is used, because history alone cannot tell a rival's name from a word your own product needs.
Competitors you named, that nothing bids on: How it decides and what to doKeywords with no impressions in 30 days
Keywords that have stopped getting impressions. None is paused: Oppy finds why each one never shows. Keywords added recently are named apart, since they have not had time to show.
Keywords with no impressions in 30 days: How it decides and what to doOne match type is paying more for the same intent
Compares what each match type pays for a click inside this account, never against an outside benchmark. A finding to read, since moving a keyword's match type is a removal and an addition.
One match type is paying more for the same intent: How it decides and what to doSearches that already make money and have no keyword of their own
Searches that already convert with no keyword of their own, read over a long period so a search that converts now and then still counts. The one check that says the account is missing something.
Searches that already make money and have no keyword of their own: How it decides and what to doThe same keyword bidding against itself in two campaigns
The same keyword live in two campaigns, so the account competes with itself for the same search and the reporting splits it between two places.
The same keyword bidding against itself in two campaigns: How it decides and what to do
Spend
Where the money goes
How much of the budget Google chose
The share of spend on searches nobody added or excluded, the ones Google matched on its own. Not waste in itself: one percentage to watch month to month.
How much of the budget Google chose: How it decides and what to doNegatives that let their plural through
Negatives that let their plural through, because negative keywords do not match close variants. The plural is proposed beside each one.
Negatives that let their plural through: How it decides and what to doThe same keyword bought at two very different prices
One keyword bought in two match types at two very different costs per conversion.
The same keyword bought at two very different prices: How it decides and what to do
Harvest, read over a long period.
A broad keyword catches a search, the search converts, and it goes on being answered by a keyword aimed at something else. Over a few weeks you only see the account's biggest searches, which already have keywords. So this check reads a much longer period: a search that converts now and then is exactly the kind it is for.
Each one is proposed as an exact keyword in the ad group that already wins it, so the search gets its own line in the keyword report. For the biggest ones, an ad group and an ad of their own are worth writing by hand.
Where the audit asks instead of acting.
Winners switched off
A keyword that used to convert may be off for a good reason: out of stock, a dropped service, a deliberate exit. The audit reports it and asks.
Good keywords that never spent
Demand Google rates well and the account has never paid for. Buying it is always a person's budget decision.
Competitors
Only the names you confirm are checked. History alone cannot tell a rival's brand from a word your own product needs.
New demand, from Keyword Planner.
Beyond the account's own searches, Oppy reads Keyword Planner, starting from the keywords that already convert and from what you sell: twelve months of volume and the bid range at the top of the page. Search Console's queries and the searches whose visitors stayed in Google Analytics 4 add ideas for small accounts.
From research to a test
New demand becomes a campaign proposal sized as a test, with its keywords and a daily budget you approve. See media planning.
Questions about keywords.
Anything else? Ask Oppy in the product, or write to the team.
Does Oppy add keywords by itself?
No. New keywords are proposed as tasks and wait for your approval. Buying new demand is always a budget decision, in both modes.
What is a negative blocking a keyword?
A negative keyword whose words cover a keyword you added, so the keyword's own searches never reach it. It still says enabled and still shows a Quality Score, which is why nobody notices.
Which match types does Oppy recommend?
None by default. The audit compares what each match type pays for a click inside your own account, and flags broad match running with no negatives on the campaigns.
Put Oppy to work on your account.
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- Every change logged in History
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- Any account size