A positive is a search term that's earned the right to become a keyword, so you can bid on it directly, control its match type, and write tighter ads around it.
What qualifies
A term is suggested as a positive when it clears all of:
Conversions: at least 2 - proven, not a fluke.
Relevance: at least 70% - clearly fits the ad group.
CPA campaigns: cost per sale at or below 1.2x target.
ROAS campaigns: return at or above 0.91x target ROAS.
It's added into the ad group where it's already converting, unless you route it elsewhere - keeping proven performance next to the structure that earned it.
How to add one:
Open the Positives queue.
Check the term, its conversions and CPA/ROAS.
Choose the match type from the dropdown.
Confirm or change the ad group.
Click Add, or Skip if it's not wanted.
When to Skip
Skip a term that's too broad, overlaps another campaign, targets traffic the client doesn't want, or simply needs more data despite clearing the bar.
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How review works
The queues, the columns, and what to check before applying.
Recommended ad group moves
Move terms to the ad group that fits them best.
CPA vs ROAS
How the mode is chosen and how each judges performance.