Search Terms Management

Lyra’s Search Terms Management system automates the monitoring, analysis, and bulk management of search terms across all connected campaigns, with server-side pagination designed to handle accounts generating thousands of unique terms.

Key Takeaways

• Server-side pagination keeps the interface responsive regardless of data volume
• Daily automated sync ensures search term data is current across all accounts
• Integrated workflow from search term review to negative keyword application
• Performance-based filtering surfaces the highest-impact terms first

The Problem

Search term reports are one of the most valuable and most neglected data sources in Google Ads management. They reveal exactly what users searched before clicking your ads, exposing:

• Irrelevant traffic consuming budget without converting
• New keyword opportunities you have not explicitly targeted
• Match type behavior showing how Google interprets your keyword targeting
• Audience intent signals indicating what users actually want

The challenge is scale. Active accounts generate hundreds or thousands of unique search terms weekly. The Google Ads interface loads search term data slowly and lacks efficient filtering for large datasets. Exporting to spreadsheets works but requires manual processing and loses the connection to actionable next steps like adding negatives.

Most account managers review search terms sporadically — monthly at best — because the process is tedious. This delay allows wasted spend to accumulate and valuable keyword opportunities to be missed.

How Lyra Solves It

Search Terms Management provides a purpose-built interface for efficient search term analysis:

The system processes search term data through several analysis layers:

• Waste identification — Terms with high spend and zero conversions are flagged for negative keyword consideration
• Opportunity detection — Converting terms that are not explicitly in your keyword list are flagged as potential additions
• Match type analysis — Shows which match types are triggering which search terms, helping you refine keyword strategy
• Trend tracking — Monitors search term volume and performance over time to detect emerging patterns

Cross-campaign deduplication ensures that when the same search term appears across multiple campaigns, you see consolidated performance data rather than fragmented entries that obscure the full picture.

Use Cases

Weekly search term reviews. Replace the manual export-to-spreadsheet workflow with Lyra’s paginated interface. Filter by high-spend, zero-conversion terms to quickly identify waste. Select problematic terms and apply them as negatives in bulk without switching between tools.

Keyword expansion research. Sort search terms by conversion rate to discover terms that convert well but are not explicitly targeted. Adding these as exact or phrase match keywords gives you direct control over bids and ad copy for your best-performing queries.

Performance Max search term monitoring. PMax campaigns provide limited search term visibility through Google’s interface. Lyra aggregates and presents PMax search terms alongside search campaign data, giving you a unified view of what queries are driving traffic across all campaign types.