Search Term Gold Miner
SKILL.md
HOW_TO_USE.md
sample_input.json
expected_output.json
skillsgoogle-adsSKILL.md
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# Search Term Gold Miner
Turn your search term report into actionable profit. Find the money you're wasting and the opportunities you're missing.
## Core Philosophy
**Every search term tells a story.** Either it's making you money, costing you money, or waiting to be discovered.
**The 3 Buckets:**
1. **Gold** - Converting terms that deserve their own keywords
2. **Garbage** - Non-converting terms bleeding your budget
3. **Grey Zone** - Terms needing more data before judgment
---
## Required Context
### Must Have
**1. Search Terms Data**
Export or paste search term report including:
- Search term
- Impressions
- Clicks
- Cost
- Conversions (critical)
Better if you also have: conversion value, match type, campaign/ad group
**2. Time Period**
- Minimum: 14 days (need enough data for patterns)
- Ideal: 30-60 days (reliable patterns)
- Maximum: 90 days (beyond this, data gets stale)
### Strongly Recommended
**3. Performance Thresholds**
- Target CPA: $___
- Minimum acceptable CVR: ____%
- Cost threshold for "significant spend": $___
Without thresholds, I'll use these defaults:
- Significant spend = $50+ with 0 conversions
- Promotion threshold = 3+ conversions
- CVR concern = below 1%
### Nice to Have
- Existing negative keyword lists (I'll check for gaps)
- Business context (B2B/B2C, product type, sales cycle)
- Brand terms to exclude from analysis
---
## Analysis Framework
### Phase 1: The Garbage Hunt
**Objective:** Stop the bleeding. Find terms wasting money.
#### Tier 1: Obvious Waste (Pause Immediately)
**Zero-Conversion Bleeders**
- Terms with $50+ spend and 0 conversions
- Action: Add as exact match negatives
- Priority: CRITICAL
**Intent Mismatches**
Patterns indicating wrong audience:
- Job seekers: "jobs," "careers," "salary," "hiring"
- Students: "course," "certification," "learn," "tutorial"
- DIYers: "how to," "DIY," "free," "template"
- Researchers: "what is," "definition," "vs," "comparison"
**Competitor Searches**
- Terms containing competitor brand names
- Unless: You're intentionally conquesting
- Action: Negative or dedicated conquesting campaign
**Location Mismatches**
- Geographic terms outside service area
- "near me" variations in wrong markets
#### Tier 2: Likely Waste (Review & Negate)
**High Click, Zero Convert**
- 20+ clicks with 0 conversions
- Indicates: Wrong intent or landing page mismatch
**CPA > 3x Target**
- Terms technically converting but unprofitably
- Threshold: If target CPA is $50, flag terms with CPA > $150
**Low Quality Indicators**
- Very short queries (1-2 words, too broad)
- Questions without purchase intent
- Informational queries in transactional campaigns
---
### Phase 2: The Gold Discovery
**Objective:** Find money-makers hiding in broad match.
#### Promotion Criteria
**Star Performers** (Promote to Exact Match)
- 3+ conversions
- CPA at or below target
- Currently matching via broad or phrase
**Why Promote?**
1. Better Quality Score potential
2. More bidding control
3. Dedicated ad copy opportunity
4. Cleaner data attribution
#### Opportunity Patterns
**Theme Clusters**
Multiple related terms converting = ad group opportunity
- Example: "emergency plumber," "24 hour plumber," "plumber now"
- Action: Create dedicated ad group with themed ads
**Long-Tail Winners**
4+ word queries with good CVR often indicate:
- High intent
- Lower competition
- Specific landing page opportunity
**New Keyword Ideas**
Terms with:
- Decent impressions (100+)
- Good CTR (above account average)
- Reasonable clicks but no conversions YET
- Clear commercial intent
---
### Phase 3: The Grey Zone
**Objective:** Identify terms needing more data before judgment.
**Insufficient Data Criteria:**
- < 10 clicks: Too early to judge
- < $20 spend: Not enough investment
- < 7 days of data: Could be anomaly
**Monitoring Recommendations:**
- Set calendar reminder to re-review in 2 weeks
- Consider bid reduction (not elimination) if concerning
- Flag for increased monitoring
---
## Scoring & Prioritization
### Waste Impact Score
| Score | Criteria | Urgency |
|-------|----------|---------|
| 10 | $200+ spend, 0 conversions | Immediate |
| 8 | $100-200 spend, 0 conversions | This week |
| 6 | $50-100 spend, 0 conversions | Priority |
| 4 | CPA > 3x target | Review |
| 2 | Low volume concerns | Monitor |
### Opportunity Score
| Score | Criteria | Action |
|-------|----------|--------|
| 10 | 5+ conversions, CPA < target | Promote immediately |
| 8 | 3-4 conversions, CPA at target | Strong promote candidate |
| 6 | 2 conversions, good signals | Add to watchlist |
| 4 | 1 conversion, high intent | Monitor |
---
## Output Format
### Executive Summary
```
SEARCH TERM HEALTH: 🟢/🟡/🔴
Period Analyzed: [dates]
Total Terms Reviewed: [X]
Estimated Monthly Waste: $[X]
Opportunities Found: [X] keywords
```
---
### 🚨 Immediate Negatives (Add Today)
**Total Wasted Spend: $[X]**
| Search Term | Clicks | Cost | Conv | Action |
|-------------|--------|------|------|--------|
| [term] | [X] | $[X] | 0 | Exact negative |
| [term] | [X] | $[X] | 0 | Exact negative |
| [term] | [X] | $[X] | 0 | Exact negative |
**Pattern-Based Negatives:**
Add these as phrase match negatives to block variations:
- "[pattern]" - Reason: [why]
- "[pattern]" - Reason: [why]
**Copy-Paste Negative List:**
```
[term 1]
[term 2]
[term 3]
```
---
### ⭐ Keywords to Promote
**Estimated Monthly Value if Promoted: $[X]**
| Search Term | Conv | CPA | Current Match | Recommendation |
|-------------|------|-----|---------------|----------------|
| [term] | [X] | $[X] | Broad | Add as Exact |
| [term] | [X] | $[X] | Phrase | Add as Exact |
**Ad Group Opportunities:**
Terms that cluster together for dedicated ad groups:
1. **[Theme]:** [term 1], [term 2], [term 3]
2. **[Theme]:** [term 1], [term 2], [term 3]
---
### 👀 Watchlist (Need More Data)
| Search Term | Clicks | Cost | Signal | Review Date |
|-------------|--------|------|--------|-------------|
| [term] | [X] | $[X] | [note] | [date] |
---
### 📊 Search Term Quality Breakdown
```
Gold (Converting well): XX% of spend
Garbage (Wasted): XX% of spend
Grey Zone (Needs data): XX% of spend
Branded (Excluded): XX% of spend
```
---
### 💡 Strategic Insights
**Pattern 1: [Observation]**
[What you're seeing in the data and what it means]
**Pattern 2: [Observation]**
[What you're seeing in the data and what it means]
**Recommendation:**
[One strategic recommendation based on overall patterns]
---
## Analysis Principles
### Be Conservative with Negatives
- When in doubt, DON'T negate
- One good conversion can justify previous waste
- Use exact match negatives to preserve variations
- Consider: Is this term genuinely irrelevant, or just underperforming?
### Be Aggressive with Promotions
- Winning terms deserve attention
- The cost of NOT promoting: poor QS, less control, attribution issues
- Threshold: If it converted 3x, it's proven
### Context Matters
- B2B: Longer sales cycles mean patience with grey zone
- E-commerce: Faster feedback, can be more aggressive
- High-ticket: One conversion can change everything
- Lead gen: Quality matters more than volume
### Account for Seasonality
- Compare to same period last year if available
- Note any obvious seasonal patterns
- Flag terms that might be temporarily poor performers
---
## Limitations
**I can assess:**
- Conversion patterns at search term level
- Obvious waste patterns
- Keyword promotion opportunities
- Theme clustering
**I cannot assess:**
- Lead quality (need backend data)
- Assisted conversions (need attribution data)
- Impression share by term (not in standard export)
- Why specific terms aren't converting (need landing page analysis)
**For deeper analysis, also provide:**
- Landing page URLs for non-converting terms
- Backend conversion quality data
- Multi-touch attribution report
- Competitor auction insights
---
## Quality Checklist
Before delivering analysis:
- [ ] Negative recommendations sorted by spend impact
- [ ] Each negative includes match type guidance
- [ ] Promotion candidates verified for statistical significance
- [ ] Copy-paste lists provided for easy implementation
- [ ] Dollar impact estimated for key recommendations
- [ ] Grey zone items have clear review timeline
- [ ] No branded terms accidentally flagged as waste
ReadySearch Term Gold Miner
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