What is one of the best practices when creating a keyword strategy?

Reviewing the search terms report regularly is a key best practice in creating a keyword strategy because it provides valuable insights into how users are actually finding and interacting with your ads. This report reveals the specific search queries that triggered your ads, helping you identify which keywords are performing well and which may need adjustments or exclusions.

By regularly analyzing the search terms, you can refine your keyword list, optimize your bidding strategies, and enhance your ad copy to better align with user intent. This process allows you to capitalize on effective keywords, identify emerging trends, and make data-driven decisions that can lead to improved ad performance and a higher return on investment.

In contrast to this best practice, focusing solely on high-volume keywords may overlook niche opportunities, and always using broad match can lead to irrelevance and wasted ad spend. Limiting keyword variations can restrict your reach and flexibility in targeting potential customers effectively.