What is it
The Non-Converting Queries (Search) tool allows you to add negative keywords for queries that have a lower CTR than the associated keyword or have no conversions even though the cost is higher than the typical CPA of the campaign. The CTR is being compared to the campaign average (Search term CTR < campaign CTR/2).
This tool also reports on search queries that were driving conversions in the past, but no longer are. In this case, the action is "include in report" not "add as negative".
Why Use It?
With this tool, you can:
Reduce wasted spend by identifying and excluding search queries that generate clicks but fail to convert.
Streamline account optimization by applying data-driven negative keywords without manually reviewing large volumes of search terms.
Build more effective targeting by continuously refining your query-level performance and eliminating irrelevant traffic.
View Analysis
The "View Analysis" button will show you the details of the conditions and how many ad groups matched, along with other details on how the rule was created. You can choose to add that particular strategy to your own Rule Engine account.
This strategy has two rules ("No conv last 90 days" and "No conv last 30 days but converted in last 90 days") that contain conditions for All conversions, CTR, Cost, Query Match type, Bid strategy type, and Advertising channel. Adding it to your account will also allow you to customize it and automate it if you want.
Create your Own Strategy
These strategies were built using the Rule Engine. Read more here to see how you can get started creating your own custom strategies. If you need any help on how the Rule Engine works, feel free to reach out to our support team or at support@optmyzr.com and we'll be more than happy to help!
Use Cases
Improve CTR and Ad Relevance
Problem: Your campaign’s CTR is declining because ads are being triggered by loosely related or low-intent queries, reducing overall performance metrics.
Solution: The tool compares search term CTR against the campaign average and flags queries with significantly lower CTR. You can then add these as negative keywords to ensure your ads appear only for more relevant searches.
Automate Query-Level Optimization with Rule Engine
Problem: Manually reviewing search query reports across multiple campaigns and ad groups is time-consuming and prone to oversight.
Solution: By leveraging this built-in Rule Engine strategy, you can automate the identification and handling of non-converting queries. You can also customize these rules based on your account goals.
Automation saves time, ensures consistent optimization, and enables efficient scaling of your query management.