Shows how spend and conversions split across broad, phrase and exact match — account-wide and per campaign — and flags campaigns where broad match dominates the budget while converting worse than exact.
by Dmytro Tonkikh·chiliad.io
Uses Claude AI to analyze your search terms and recommend negative keywords with clear reasoning. Each term is evaluated for business relevance, intent, and conversion potential — then exported to a Google Sheet with actionable suggestions.
Finds brand search terms leaking into non-brand campaigns (inflating their stats and misleading Smart Bidding) and generic traffic riding in brand campaigns — with the misrouted spend quantified.
Measures how much of your exact-match spend actually flows through close variants and lists the zero-conversion variants — the most surgical negative keyword candidates in the account.
Reads negative keywords and placement exclusions from a Google Sheet and syncs them to multiple campaigns via shared negative keyword and placement lists. Optionally filters to campaigns with a specific label.
Quantifies spend on search queries containing competitor names, with conversion performance and a period-over-period trend — whether competitor bidding is your strategy or your broad-match accident.
Shows what your Dynamic Search Ads decided on their own: waste queries to negate, the landing pages absorbing DSA spend, and converting queries to promote into real keywords.
Keyword Match Type Distribution aggregates keyword performance by match type for the chosen date range. You get an account-level table (keyword counts, spend share, CPA per match type) plus a flag list of campaigns where broad match takes more than a configurable share of keyword spend — with the broad vs exact CPA comparison that tells you whether that dominance is earning its budget or quietly eroding it.
| Variable | Default |
|---|---|
DATE_RANGE | LAST_30_DAYS |
BROAD_SHARE_FLAG_PCT | 70 |
MIN_CAMPAIGN_COST | 50 |
EMAIL_ADDRESS | (empty) |
=== Account match type distribution (LAST_30_DAYS) === BROAD: 214 keywords cost: 6210.44 (52% of spend) clicks: 4811 conversions: 142.0 CPA: 43.74 PHRASE: 388 keywords cost: 3105.80 (26% of spend) clicks: 2650 conversions: 88.0 CPA: 35.29 EXACT: 542 keywords cost: 2684.11 (22% of spend) clicks: 2233 conversions: 96.0 CPA: 27.96 === Campaigns where broad match takes > 70% of keyword spend === Generic — Broad broad share: 94% broad cost: 2411.02 broad CPA: 61.10 exact CPA: 29.40 <- broad converting WORSE than exact Email sent to you@example.com
Broad match paired with Smart Bidding is a legitimate strategy — a flag here is a prompt to check the search terms and CPA gap, not an automatic problem. Keyword-less traffic (DSA, PMax) is not part of this report.