Tracks the share of Search spend flowing through loosely-matched queries (broad match + close variants) and alerts when it jumps — because Google widens your matching quietly, and nobody announces it.
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.
Match Drift Monitor computes the spend mix by matched query type (exact, phrase, broad, and the close-variant expansions) for the recent window versus the previous one, and alerts on two conditions: the loose-match share (broad + variants) jumping beyond your threshold period over period, or exceeding an absolute ceiling. It converts Google's quiet, continuous matching expansion into a single number with an alarm attached.
| Variable | Default |
|---|---|
WINDOW_DAYS | 28 |
JUMP_ALERT_PTS | 8 |
LOOSE_SHARE_CEILING | 60 |
EMAIL_ADDRESS | (empty) |
=== Match Drift Monitor (last 28 days vs previous 28) === --- Spend by matched query type (recent window) --- EXACT: 4102.40 (38%) PHRASE: 2210.15 (20%) BROAD: 3105.20 (29%) NEAR_EXACT: 890.44 (8%) NEAR_PHRASE: 512.10 (5%) Loose-match share (broad + close variants): 42.0% (was 31.5%, +10.5 pts) [ALERT] Loose-match share jumped 10.5 points period over period. Email sent to you@example.com
If broad match with Smart Bidding is your explicit strategy, raise the ceiling and use only the jump alert — the point is detecting change you didn't choose, not punishing a chosen strategy. When it fires, check for recently added/converted broad keywords and review the search terms report.