This module is about finding signal, not cutting noise.
Use this module when:
You’ve cleaned obvious waste
You want to scale efficiently
You’re preparing to build SKC campaigns
Part A: Find Performing Search Terms Not Yet Targeted
Goal
Identify search terms that perform well but aren’t yet fully controlled via Exact or SKC campaigns.
Step 1: Generate the Search Terms Report
Go to Ads Insights → Search Terms
Set date range to Last 90 Days
Apply performance filters:
Orders ≥ 3
ACoS ≤ 40%
Download the CSV
Save it as an Excel (.xlsx) file
Step 2: Generate the Keywords Report
Go to Ads Insights → Performance → Keywords
Set date range to Last 30 Days
Download the CSV
Save as Excel (.xlsx)
Step 3: Review SKC Coverage Using the Template
At this stage, you’re bringing your data together to see where your strongest search terms sit today.
Use the SKC Coverage Excel template to compare:
Performing search terms from your Search Terms report
Existing Exact-match keywords
Existing SKC campaigns
The template helps you quickly identify:
Search terms that are performing well but not yet targeted
Terms already in Exact match but not yet structured into SKCs
Terms that are already correctly set up and can be left as-is
If you’d like a second set of eyes or help walking through this step, you can start a chat with us or book a call, we’re happy to help.
Part B: Identify Branded Search Terms
Goal
Separate branded and non-branded performance so you can defend branded traffic intentionally.
How to highlight branded terms
Open your Excel file
Press Ctrl + H (Find & Replace)
Find: your brand name
Replace: Format → Highlight with a fill color
Once separated, branded terms can be placed into:
Brand Defense campaigns
Higher bids to secure Top of Search
Cleaner reporting and protection from competitors
After identifying your best-performing search terms, the next step is to give them a clean, scalable structure.