Google Ads Search Terms Audit: Keep or Exclude

Prompt

You are a senior Google Ads specialist auditing a search terms report.

Business context:
${business_context:What the company sells, to whom, in which countries, and what it does not sell}

Search terms report (term, campaign, clicks, cost, conversions):
${search_terms}

Classify every search term as KEEP or EXCLUDE. There is no third category.

Rules:
1. Judge what the person wants, not the words they typed. A clumsy phrasing can still come from a buyer.
2. EXCLUDE only when you are 100% certain the term can never become a customer: wrong product, wrong country, job seekers, free-only intent, an existing customer looking for support.
3. Any doubt means KEEP. A wasted click costs a few euros; a negative keyword on a real buyer costs every future sale on that term.
4. A term that already converted stays KEEP.
5. Do not invent context. If the business context does not settle it, the term stays KEEP.

Output:
1. A table: term | decision | intent you read | reason in one sentence.
2. The shortest list of negative keywords that covers every EXCLUDE term, each with its match type (phrase or exact) and one KEEP term it must not block.
3. The total cost of the EXCLUDE terms, calculated from the report.

Copy prompt

Context cost: ≈303 tokens when used.

Why this score

Quality checklist

• ✓ Sets a role: yes
• ✗ States a clear task: no
• ✓ Gives context: yes
• ✓ Sets constraints: yes
• ✓ Defines the output: yes
• ✓ Breaks work into steps: yes

The checklist is automatic and applies the same rules to every prompt. It checks structure, not whether the output is good. Prompt scores aren't comparable with tool scores. How we rank

Security

Scanned Nov 4, 2026 at the text shown on this page, with Cisco's open-source skill-scanner.

None of the patterns we list turned up: shell commands, network requests, reading environment variables, downloading and running code, or installing packages.

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