When reviewing the Search terms report for one of your client’s campaigns, you notice several terms that aren’t relevant to what they’re advertising. How can you use this information when refining the campaign’s keywords?

To refine your campaign's keywords when you find irrelevant search terms in your report, you should add the terms as negative keywords. By adding the terms as negative keywords, you explicitly instruct Google Ads to prevent your ads from triggering when those specific irrelevant queries are searched. This process is a fundamental aspect of campaign optimization, as it ensures your budget is not wasted on clicks from users who have no intent to purchase your specific product or service. Mechanically, negative keywords function as a filter that narrows the reach of your campaign to a more qualified audience. In this scenario, identifying non-relevant terms allows you to tighten your targeting and improve your click-through rate (CTR) by ensuring that your ads only appear for searches that are closely aligned with your client's actual advertising goals.