google-ads-keyword-engine

Process

For new keyword research:

1. Define the business, products/services, and target customer
2. Mine customer language from VOC sources
3. Build seed keyword list by intent category
4. Expand using tools and techniques
5. Evaluate and prioritize using the scoring framework
6. Assign match types and organize into ad groups
7. Build negative keyword lists

For search term analysis (existing campaigns):

1. Pull search term report (minimum 90 days, or 30 days for new campaigns)
2. Run n-gram analysis (1-gram, 2-gram, 3-gram)
3. Identify waste (high spend, zero conversions)
4. Identify winners (strong CPA/ROAS)
5. Take action: negate, promote, or investigate
6. Update negative keyword lists