Start with the evidence
Review keyword, configured match type, reported search term, associated ad and the caller’s actual request as separate fields. Current Google guidance describes broad, phrase and exact matching by the kinds of meanings they can match. Do not assume exact match means only one literal spelling, or that the search-term report exposes every query.
A worked example
Fictional exercise: classify “tow truck near me,” “tow truck driver jobs” and “transport a car from a repair shop.” The first needs service and location clarification, the second is employment intent, and the third may be suitable if the operator confirms capability and coverage. These are review examples, not a promise that a particular keyword will trigger or exclude each query.
Choose the next action
For a clearly irrelevant observed intent, evaluate a negative keyword with its own matching rules. Before adding it, check which legitimate requests it might block. For uncertain intent, improve intake or page clarity rather than guessing. Keep proposed changes, approved changes and observed results in separate columns. A narrower setting can reduce both unsuitable and useful traffic.
Check whether it worked
After an edit, revisit reported terms and actual inquiry classifications over a comparable period. Look for missing suitable categories as well as fewer irrelevant terms. If the account has too little evidence to tell, record the conclusion as provisional. Do not judge a match type solely by clicks or an unqualified conversion count.
Put it to work
A record you can use
- Keyword and configured match type
- Observed query and reporting date
- Request classification and confidence
- Proposed exclusion and possible useful matches
- Post-change fit review
Plain text. No email required. Store completed records in your approved business systems.
Next useful step
Need help applying this to your marketing? A strategy call starts with your business and the evidence you have.
Talk through your next step →For a general editorial question, email Chris. Please leave out customer details. Questions are private, and no response time is promised.