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The short answer
A broad keyword catches a search, the search converts, and it goes on being answered by a keyword aimed at something else. Oppy reads a long stretch of search terms and lists the searches that converted more than once and have no keyword of their own, then proposes the best ones as exact match keywords.
Why it matters
This is the one check that says an account is missing something. Everything else cuts, fixes or warns. A search that converts deserves its own bid and an ad that answers it, rather than borrowing the bid and ad of a keyword about something else.
A delivery speed search answered by a product ad at a product bid is a typical case: it converts despite the ad, and would likely convert more with one written for it.
How Oppy decides
The check reads search terms from live ad groups of live campaigns over a long period, because a search that converts twice a year is exactly the kind a month would miss.
It reads the search terms of Search and Shopping campaigns. Performance Max searches are not part of this read yet, so check them in the search terms report.
Checks that weigh money or clicks judge what they find on your own account's numbers, not on one figure applied to every account, so what counts as a problem on a small account is not the same on a large one. Checks on settings read how the account is set up.
When there is too little to go on, the check says so instead of guessing. A finding always comes with the rows behind it, so you can read the evidence before you decide.
| This check | |
|---|---|
| Step of the audit | Structure |
| What it reads | Search terms report |
| Needs trustworthy conversions | Yes. It stays silent when the tracking step fails. |
| What happens next | Oppy prepares the searches as exact match keywords in the ad groups that already won them. Waits for your approval in both modes. |
Check it yourself in Google Ads
- In Google Ads, open Insights and reports, then Search terms, for the last 12 months.
- Filter on Conversions above 1 and on Added/Excluded: None.
- Remove searches that contain your brand name.
- Check each remaining search against your keyword list, and note the ones with no keyword of their own.
What to do about it
Add the best converting searches as exact match keywords, in the ad group that already wins them, or in a new ad group with an ad written for them.
Give them a few weeks, then compare their cost per conversion with what the search cost under the broad keyword.
Terms on this page
Other checks in this area
The checks next to this one in Keyword research, each with its own page.