If a search term consistently performs well, what should you do with it?

• A. Pause It
• B. Add It to Your Keyword List
• C. Increase Bid On It
• D. Remove It

Answer: (B)

The main idea is to formalize strong performing queries by adding them to your keyword list so you can manage and optimize around them as true keywords. When a search term consistently delivers with conversions or a solid CTR, turning it into a keyword lets you set precise bids, budgets, and match types for that exact term. It also makes it easier to reflect its value in your account structure, apply appropriate negative keywords to prevent waste from related but less profitable queries, and track performance at the keyword level.

Leaving it only as a general search term means you can’t tailor bidding or structure as tightly around that exact term, so scaling or optimizing that profitable traffic becomes harder. Pausing it would halt the good performance, increasing the bid could be a later adjustment but only after it’s captured as a keyword to control how much you spend and where you appear. Removing it would throw away a reliable source of value.