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Search terms for Google Shopping Ads
Posted by on April 18, 2026 at 8:35 amHello everyone,
To improve the quality of traffic from Google Shopping campaigns, it is recommended to work on search terms.
However, each month the search terms generate very few clicks (generally less than 10 clicks per term), and they all seem relevant to my products.
How do you sort and exclude search terms to improve the quality of ad traffic?
Since the beginning of April, my CPC — and therefore my CPA — has increased significantly, and the traffic quality seems less “buyer intent.” I believe working on this could help, but how do you decide which search terms to exclude when everything appears to be relevant?
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1 Reply
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Totally get the situation you’re in, this is pretty common with Shopping campaigns. The tricky part is that even “relevant” search terms don’t always mean high intent. Instead of focusing only on clicks per term, I’d look deeper at conversion signals over time. If a search term keeps spending but never converts after enough data, it’s a candidate to exclude even if it looks relevant. Also pay attention to modifiers like “cheap”, “free”, or overly broad variations that bring window shoppers. Another thing that helps is tightening your product titles and feed attributes so Google matches you with more intent driven queries. In Shopping, you don’t control keywords directly, so your feed and negatives are your main levers. It’s less about excluding everything low volume and more about spotting patterns of low intent behavior and gradually filtering those out.
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dude this is pain i feel every month 😂 when everything looks relevant but performance still sucks its usually about user intent not just relevance
what helped me was looking at which terms convert vs just getting clicks – if something gets 8-10 clicks but zero conversions for few months straight i’ll negative it even if it seems “relevant” on paper. also check if your broad match keywords are pulling in window shoppers instead of actual buyers 💀
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If the terms are relevant but each only has a few clicks, I would not start cutting them too aggressively. Usually I’d look for patterns instead like low-intent modifiers, weaker themes, or searches that are technically relevant but clearly not converting like real buyer traffic.
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