At Rothman PPC we have a mental model that allows us to make our weekly scans of the search terms report incredibly easy and effective.
Anytime we come across a search term that we’re not yet targeting, we ask ourselves a question, should we target it, or block it?
Say we’re running an AdWords campaign for a Kansas City bowling alley, and we showed up on the following search terms that we weren’t targeting as keywords:
bowling alley near me
where to bowl
kansas city bowling alley
local bowling places
The “target it or block it” mental model helps us quickly go through this list. It helps us choose only the best search terms to target, and we quickly decide on which search terms to block as negatives, because if it’s not good enough to target, then we should block it.