Question: Robert is checking out his campaign's latest search terms report. He observes that search queries that don't seem to match his core business are triggering his ads to serve. What can Robert do to make sure that his ads only serve on relevant searches?
- Include these terms as negative keywords.
- Try broad match keywords.
- Convert to a cost-per-action bid strategy.
- Develop a Customer Match list
Explanation
The right action is to add the irrelevant queries as negative keywords after identifying them in the search terms report. Google Ads states that when a search term is not relevant enough to the products or services being offered, it should be added as a negative keyword to stop the ad from showing for that search. This improves relevance by filtering out unwanted intent instead of changing bidding or audience settings. It is the direct control for preventing future impressions from searches that do not match the business. Google Help+1
Why the other options are incorrect
Use broad match keywords. Broad match expands query coverage, so it can increase exposure to additional unrelated searches rather than reduce it. Google Help
Convert to a cost-per-action bid strategy. A CPA-based bid strategy changes how bids are optimized, but it does not exclude irrelevant search queries from triggering ads. Google Help
Develop a Customer Match list. Customer Match is an audience targeting feature, not a query exclusion method for unwanted searches. Google Help
Source for verification
https://support.google.com/google-ads/answer/2472708?hl=en
https://support.google.com/google-ads/answer/2453972?hl=en-GB
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the "Google Ads Search Professional Certification" page.