Analysis / Marketing performance and attribution
Find paid search terms spending without outcomes
Use Proforma to find paid search terms spending without outcomes. Get search-term spend review list from your business data with this copyable prompt.
Marketing leader · Growth analyst
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Your starting prompt.
Review paid search terms for [period] and flag high-spend terms with no tracked [conversion type] after the supplied conversion-lag window. Group terms by theme, match type and brand classification, showing spend, click volume and tracking coverage. Prepare a ranked optimization review list with supporting rows. Keep low-volume terms separate and do not add negative keywords or change bids automatically.
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Method and review
Keep the assumptions visible.
Align attribution windows, conversion definitions and currencies. Compare observed costs and outcomes; use a suitable experiment before describing an effect as causal.
For this task, check
No tracked conversions may reflect delayed outcomes or incomplete tracking rather than irrelevant traffic.
Before you begin
- Uploaded exports or permitted Data covering the listed inputs
Work with permitted files or queryable data. Verify the result against the original records.
Synthetic illustrative example
See the method in practice.
Synthetic input. Illustrative output checked locally; this is not a live Proforma run or customer result. Review rule: spend at least $100, at least 20 clicks, closed 14-day lag window and zero tracked qualified leads.
These invented records explain the method. They are not a recorded Proforma run.
| Term | Spend / clicks | Qualified leads | Lag window |
|---|---|---|---|
| Generic tools | $200 / 100 | 0 | Closed |
| Brand name | $120 / 40 | 4 | Closed |
| Workflow tool | $160 / 50 | 0 | Open |
| Rare query | $105 / 3 | 0 | Closed |
| Term | Review state | Reason | Proposed action |
|---|---|---|---|
| Generic tools | Review | High spend; mature zero outcomes | Check relevance and tracking |
| Brand name | Outside rule | Four tracked outcomes | Retain for separate analysis |
| Workflow tool | Wait | Conversion lag incomplete | Revisit after window closes |
| Rare query | Low volume | Only three clicks | Avoid a firm conclusion |
Method
Apply all four declared gates together, then separate immature windows and low-volume terms. Tracked conversions are defined as qualified leads, not arbitrary clicks.
What the result tells you
Only Generic tools enters this review list. A zero tracked count might reflect poor fit or broken instrumentation. No bid, negative keyword or live campaign is changed.
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