What is It?
The Keyword Lasso is an optimization that automatically analyzes search terms and suggests high-performing search queries that should be added as keywords to your Google Ads, Microsoft Ads, or Yahoo Japan Ads account. These search terms are not currently present as keywords in your account.
With the Keyword Lasso, you also have the ability to create new ad groups that support the single keyword ad group (SKAG) structure.
Note: The Keyword Lasso doesn’t include long-tail search terms (more than 5 words).
Why Use It?
The tool solves search term and keyword management challenges by automatically identifying valuable queries and turning them into actionable keyword opportunities. With Keyword Lasso, you can:
Save time on search term analysis: You no longer need to manually scan large search term reports. Keyword Lasso automatically identifies high-performing queries based on CTR and conversions.
Avoid missing opportunities: Quickly find search terms that drive performance but aren’t yet added as keywords, helping you expand coverage with minimal effort.
Take faster, scalable action: You can add keywords in bulk, assign match types, move them to relevant ad groups or campaigns, and create SKAGs to improve control and performance.
Maintain a clean and organized account: You avoid adding duplicate keywords since the system checks for existing keywords in your account before suggesting new ones.
Align recommendations with your strategy: You can choose predefined strategies or apply custom filters, allowing you to control which suggestions match your optimization goals.
Optimization Strategy
Strategy
Choose the strategy by which the system should show the recommendations. By default, the system selects 'Top Suggestions'. The different filters are explained below:
Top Suggestions: These are the top suggestions for the account at this point in time. These are search terms with conversions or a high CTR.
CTR: Search terms with a high CTR.
Conversions: Search terms with conversions.
CTR or Conversions: Search terms that have a high CTR or that have conversions.
Custom: Set a threshold on conversions, impressions, cost, and other metrics to see suggestions based on your optimization strategy. You can save your custom filter selection to use it next time you run the optimization. The filters can be saved for the team or at the individual level.
Scope
Scope: Select campaigns you want to view new keyword suggestions for. By default, the optimization will show all campaigns that have eligible suggestions.
Date Range: By default, the Keyword Lasso looks at the last 90 days of data. You can change this setting and choose a different date range.
Turbo Mode: You can enable Turbo Mode to remove the data threshold that the optimization imposes. After you enable the Turbo Mode, the system will show you all the search terms that received traffic and are not present as keywords in your account. You will also see search terms with even a single click that wouldn't show in the default mode.
Note: Turbo Mode will also include close-match variants. We strongly recommend using custom filters with Turbo Mode.
Suggestion Source
The Keyword Lasso tool currently uses your campaign's Search Terms Report to generate keyword suggestions.
We have another data/suggestion source available on demand called the 'Keyword Planner.' Reach out to our support team at support@optmyzr.com to get access to Keyword Planner. Read more about it here.
Choose Columns and Create View
This setting gives you the option to customize the metrics you want to view, including custom conversions from Google Ads that you have set up for the account in the Account Details configuration. You can read more about setting up custom conversions here.
The edit icon next to 'Custom Conversion' will take you to the Account Details page, where you'll be able to modify the Google Ads custom conversions selection for the account. You can select up to 5 different custom conversions.
You can click on 'Create View' to save the current selection of date range, columns, strategy, suggestions source, and other settings as a personal or team custom view.
Note: 'Custom Conversions' columns are available at the account level since these vary depending on what has been set up for each account in the 'Account Details.' If you've added custom conversions columns to a 'custom view,' these will only show up for the particular account they've been set up and not across all accounts. You can create account-specific views to include each account's custom conversions.
Review the Suggestions
Select the search terms you want to upload as keywords and change the match type and behavior. You can add the suggestions as positive keywords, ad group level, campaign, and account level negatives. You can also add them to a shared negative list.
The behavior and match type can be modified in bulk by selecting multiple search terms and changing the settings at the top of the table. The search queries can be added as positive or negative keywords in one of the following keyword match types:
Broad: includes misspellings, synonyms, related searches, and other relevant variations.
Phrase: a phrase, and close variations of that phrase.
Exact: an exact term and close variations of that exact term.
It is also possible to edit the search terms before adding them as keywords to your account by clicking on the search term.
The keyword suggestions will display three icons upon hovering the mouse. These icons allow you to copy the suggested keywords to notes, duplicate the suggestion row, and archive the keyword to prevent it from appearing as a suggestion again.
When selecting the option to archive the keyword, you can also set the default to "do not ask again".
Use Cases
Reduce Wasted Spend
Problem: You may spend your budget on search terms that generate clicks but do not convert, leading to wasted ad spend.
Solution: Keyword Lasso’s Turbo Mode surfaces all search terms—including those with as little as a single click. Set the filter to “CTR or Conversion” to identify terms with high costs and no conversions.
Add these search terms as negative keywords at a campaign or ad group level.
With this tool, you can eliminate irrelevant traffic, reduce wasted spend, and improve overall campaign efficiency.
Build and Maintain SKAG Campaigns
Problem: Manually creating SKAGs is time-consuming and difficult to scale across large accounts.
Solution: Keyword Lasso allows you to automatically create SKAGs from high-performing search terms with structured naming and grouping. You can improve ad relevance, increase Quality Score, and maintain a structured account without manual effort.
With the tool, you can:
Select keyword suggestions with strong performance
Use the Create SKAG option
Define naming templates using {keyword} and {matchtype}
Upload changes directly to your account
Discover High-Performing Search Terms
Problem: You may be driving conversions from search terms that are not added as keywords in your account. This limits your ability to control bids, match types, and overall performance.
Solution: The Keyword Lasso analyzes your search terms report and automatically identifies search queries with high CTR or conversions that are not present as keywords.
Select the 'Top Suggestions' or 'Conversions' strategy to quickly find high-performing terms, review the suggestions, and add them as keywords in the appropriate ad group.
Demo Video