Needs Review

Needs Review holds the terms that aren't a confident yes or no - where there are both useful and wasteful signals, or where acting automatically would be too risky to do for you.

Why a term lands here

Common reasons: partial relevance, a few clicks but no clear result, location ambiguity, competitor intent, or genuinely mixed performance. Each row still shows a best-fit suggestion and a reason - it just wants a human to make the call.

How to clear it:

1. Open the Needs Review queue.

2. For each term, weigh intent, local relevance, brand status and conversions.

3. Click Positive to add it (you'll pick match type and ad group) or Negative to block it.

4. Leave anything you're unsure about - it'll keep gathering data.

Example. "plumber salary" in a plumbing campaign - is it a jobseeker (waste) or a customer comparing quotes (maybe useful)? Low relevance and no conversions point to a negative, but because it's ambiguous it waits for your call rather than being blocked automatically.

Good to know. Work Needs Review one ad group at a time - judging a batch of related terms together is faster and more consistent than jumping around.

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