Manage Keywords

Keywords is the direct-control page for keyword entities, search terms, and negative review.

Fast Path

Open the tab that matches your question, narrow to the campaign or segment you care about, make the minimum justified change, and then track the impact instead of stacking edits immediately.

How To Use This

Think of the tabs as different jobs:

• Keywords is for managed entities you may change directly.
• Search Terms is for observed traffic you are evaluating.
• Negatives is for reviewing existing exclusion controls.

That split matters because a good search-term insight does not automatically mean you should change the keyword entity on the same pass.

What To Watch For

If you are fighting ACOS, start with traffic quality before bid size. It is easy to spend time tuning bids when the real issue is the wrong traffic reaching the campaign.

If you are working across tabs, keep the campaign context stable. Tab switching is useful only when you are still looking at the same problem from different angles.

FAQ

When should I use Keywords instead of Command Center?

Use Keywords when you already know what you want to inspect or change. Use Command Center when you need Prism to prioritize the work for you.

Next Steps

Go to Manage Campaigns if the problem is actually at the campaign level, or use the Lower ACOS playbook if you are trying to reduce waste systematically.