What is the recommended next step if you noticed from the Search terms report that certain terms are leading to a high number of clicks on your ads?
Correct Answer
Make sure relevant search terms are keywords and adjust your bid or ad text for these keywords
Why is this the correct answer?
When the Search Terms report shows certain terms driving a high number of clicks, the recommended next step is to make sure relevant search terms are added as keywords and adjust your bid or ad text for those keywords. High-click search terms that are relevant represent untapped keyword opportunities — adding them as exact or phrase match keywords gives you direct control over bidding and ad copy for those queries. This improves Quality Score, reduces wasted spend on broad match approximations, and allows tailored ad copy to improve CTR and conversion rate.
Why are the other options incorrect?
Add search terms that are not leading to many clicks as negative keywords
Adding non-converting terms as negative keywords is good practice, but the question asks about terms with a high number of clicks — these are performing terms that should be evaluated for relevance, not automatically excluded.
Add sitelinks to your ads to make them even more prominent
Adding sitelinks improves ad prominence but does not address the opportunity to capitalise on high-performing search terms by adding them as targeted keywords.
Make sure all of these search terms are included as keywords, regardless of relevance
Adding all search terms regardless of relevance would introduce irrelevant keywords that waste budget and lower Quality Score — relevance should always be the filter.
Real-World Example
A kitchen fitter reviews their Search Terms report and finds kitchen fitter near me generating 200 clicks/month via a broad match keyword. They add it as an exact match keyword with a dedicated ad and landing page. CTR doubles from 4% to 8% and conversion rate improves from 2% to 5% for that specific query.