| name | keyword-research |
| description | Find high-intent, low-waste keywords for Search campaigns and add them to the right ad groups. Use when a user wants keyword ideas, to expand a Search campaign, improve targeting, or find terms to bid on for Google or Microsoft Ads. |
Keyword Research
Find terms real buyers search, group them by intent, and add them where they convert. Reads are free; adding keywords to a live campaign is a change, so confirm before shipping.
Confirm the account: list_connected_accounts. This applies to search platforms (platform-google, platform-microsoft).
1. Start from intent, not volume
Anchor to the conversion that defines success. Sort candidate terms by buyer intent:
- High intent: problem-aware, ready to act ("buy", "pricing", "near me", branded competitor terms).
- Research intent: comparing, not yet buying. Lower priority unless the funnel supports nurture.
- Junk: informational or off-topic. These become negatives, not keywords. See the negative-keywords skill.
2. Mine what already works
Pull the account's own search terms before inventing new ones: run_gaql_query on the search-term view (Google) or pull_microsoft_ads_performance history. Terms that already converted are the strongest seeds. Group survivors into tight ad groups by theme so ad copy can match.
3. Assign match types deliberately
- Exact for proven converters you want control over.
- Phrase for controlled expansion.
- Broad only with strong negatives and conversion tracking, never naked.
4. Add on approval
Add keywords through the plan tools (upsert_plan_entity into the target ad group) and confirm the change. Then pair every expansion with negatives so new match surface does not leak budget. Verify conversion tracking exists first: ga4_list_conversions.
Rules
- Group by intent and theme so RSAs stay relevant; relevance is what earns cheaper clicks.
- Never add broad match without negatives and tracking.
- Report the terms added and the ad group they landed in with real IDs.
