If you’re running Google Ads and still relying only on your original keyword list, you’re leaving serious money on the table. Search term mining is the ongoing process of discovering new, high-converting keywords from real user queries — and turning them into your next big wins.
Done right, it’s one of the most powerful ways to optimize performance, reduce wasted spend, and stay ahead of your competition.
Here’s how to master it.
What Is Search Term Mining?
Search term mining is the practice of analyzing your Search Terms Report to identify:
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New high-performing keyword opportunities
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Irrelevant or low-intent queries that need to be excluded
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Patterns in user behavior and intent you may not have anticipated
This helps you refine your targeting and continuously evolve your campaigns based on what users are actually typing into Google — not just what you think they’re typing.
Why It’s Essential for Google Ads Success
Here’s what search term mining can do for your e-commerce business or client campaigns:
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Uncover hidden keyword gems that drive conversions but aren’t in your original keyword list
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Add negative keywords to block irrelevant traffic and save your budget
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Adapt to shifts in user behavior and search intent over time
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Fuel your Smart Bidding models with better-quality signals and more precise targeting
Simply put, better input leads to better results.
Step-by-Step: How to Mine Search Terms Like a Pro
Let’s break down how to turn your Search Terms Report into a goldmine:
1. Access the Right Report
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Go to your Google Ads account → “Keywords” tab → “Search terms”
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Filter by Conversions, Cost/Conversion, or CTR to narrow focus
2. Look for High-Performing Queries to Add as Keywords
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Sort by high conversion volume and low CPA
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Identify relevant terms that aren’t already in your keyword list
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Add them as exact or phrase match keywords to gain more control and better targeting
3. Identify Irrelevant Terms to Exclude
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Look for search terms with high impressions but no conversions
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Watch out for terms that suggest the user isn’t ready to buy (e.g., “free,” “review,” “how to use”)
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Add these to your negative keyword list to prevent future waste
4. Spot Intent Signals and Gaps
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Are users searching for specific product types or brands you haven’t included?
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Are there frequent misspellings or variations that could be covered with broad match or smart targeting?
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Are queries suggesting new use cases or pain points you could highlight in ads?
Pro Tips to Elevate Your Search Term Mining Game
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Do it weekly, not monthly — trends change fast, especially in retail and seasonal niches.
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Use labels to track which mined terms were added and whether they perform better over time.
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Apply insights across campaigns — sometimes a winning search term in one ad group may unlock new value elsewhere.
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Combine with first-party data or GA4 audience insights to layer in demographic/contextual intelligence.
The Role of Negative Keywords in the Mining Process
Negative keywords are just as important as positive discoveries. Every irrelevant click you block is budget you can reallocate to higher ROI traffic.
Don’t just look for obviously bad matches — go deeper:
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Look at queries with low time on site or high bounce rates
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Add broader negatives like “jobs,” “careers,” or “DIY” if you're selling products, not info
Automating the Process (Carefully)
There are tools and scripts that can help automate part of the mining process — like flagging terms below certain thresholds. But don’t rely on automation alone. The nuances of language and intent are often too subtle for a machine to catch without human input.
Final Thoughts
Search term mining isn’t a one-time task — it’s a mindset and a recurring strategy. Think of it as campaign hygiene meets performance growth. When you treat your Search Terms Report like the goldmine it is, you’ll not only save money — you’ll uncover opportunities your competitors have missed.
In fact, tools like AdsPolar help streamline campaign management by giving you visibility across platforms, so when you apply mined keywords in Google Ads, you can easily sync strategy with Meta, TikTok, and more — all from one place.
Ready to strike gold? Open up your Search Terms Report — and dig in.