Search Terms Intent Review Worksheet
Classify reported paid-search queries by the task people wanted, then decide whether relevance needs investigation or a proposed change.
Read this resource as Markdown
When to use this template
Use this with a dated search-terms export and a clear description of what the advertised product can currently do. Preserve the query context before summarizing a cluster as irrelevant.
Choose another approach when: You only have a keyword list, the export includes unnecessary personal information, or a small amount of delayed conversion data is being treated as a final verdict.
Gather these inputs
- A search-terms export with campaign, matched keyword and date range.
- The advertised offer, its destination and actual availability.
- A review window that accounts for reporting and conversion delay.
Copy and adapt the template
Edit the text below and copy it into your own document. Edits stay in this browser field and are not submitted or saved by this page.
Worked example
Illustrative example, not a Crany customer result. Replace every example detail with facts you can verify.
Fictional review: HandoffNotes advertises client website handoffs. Reported search: “client handover checklist software”. Matched keyword: client handover tool. Interpretation: someone may need a reusable handoff workflow. The page demonstrates that task, so retain and inspect later outcomes. Reported search: “nursing shift handover template”. The product has no clinical workflow. Propose a narrowly scoped exclusion after checking other queries. Neither row proves a person's identity or the value of an unreported search. No campaign was changed.
How to use it
- Keep original query context in a restricted working file and publish only safe task summaries.
- Compare inferred intent with the offer and destination, recording uncertainty explicitly.
- Review proposed changes against useful counterexamples before an authorized operator applies them.
Check before using it
- Search terms and advertiser keywords are separate columns.
- Zero recorded conversions is qualified by observation window and measurement quality.
- The report is not described as containing every search that triggered the campaign.
What to measure
Track reviewed clusters, unresolved relevance questions and approved actions separately. Later compare mature outcomes within a consistent scope; an apparent improvement after an edit alone does not establish causation.
Research and sources
Google explains the report and its limitations. The task classification and decision worksheet are original editorial tools; no account data, search volume or performance result is supplied here.
- Google Ads: About the search terms report — checked 2026-10-23. Reported search terms differ from keywords; privacy omissions, aggregation and conversion lag limit reconciliation.
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