Assess search queries by intent, service relevance and enquiry quality instead of making campaign decisions from isolated clicks.
Keywords describe targeting choices; search terms help reveal what users actually searched for. Reviewing only the most expensive rows misses the opportunity to understand customer language.
Classify intent first
Distinguish purchase, comparison, information and irrelevant needs. A price-related query is not automatically valuable, and a how-to query is not automatically useless. Consider service fit and the likely next step.
Read cost alongside outcomes
An expensive query may generate qualified opportunities or valuable sales. Cheap clicks may be unsuitable because of location or an unsupported need.
Record decisions
Excluding an irrelevant query, improving an advertisement and clarifying a service page solve different problems. Document the reasoning and avoid making so many simultaneous changes that their effects become unclear.
Include sales feedback
Compare the submitted topic with the need described in the actual conversation. Avoid firm conclusions from one unsuccessful enquiry. Regular review turns the report into a source of customer insight.