It’s tempting to chase every keyword that shows signs of performance—especially when you see certain odd-looking search terms converting. But not all conversions are created equal, and not all keywords deserve a permanent home in your campaigns.
Whether you’re running campaigns on Google Ads or Microsoft Ads, there’s a critical factor you can’t ignore: how your ads reflect on your client’s brand. Just because a keyword appears in a conversion path doesn’t mean it’s professional, appropriate, or even necessary. Let me go over why you should avoid awkward, unprofessional, or typo-filled keywords in your PPC campaigns, even if they seem to convert.
Clients Care About Keyword Quality—And So Should You
Let’s start with the foundation: clients DO care about the quality of the keywords you use. This isn’t just about relevance or volume; it’s about how those keywords represent their business.
Think of it this way: would your client want their ad showing up for a misspelled or slang-heavy search term? Would they be proud to see their brand associated with a grammatically awkward phrase? In most cases, the answer is a firm no.
Yes, some unusual search terms might lead to conversions. But consider the long-term impact—especially for service-based or premium brands. The appearance of those keywords in ads or reports can erode trust, even if the ROI looks good on the surface.
Real Example: The Cringe-Worthy Keyword
Imagine you’re managing ads for a law firm, and a search term like “cheap divorce laywer” shows up in your report. Sure, it converted. But do you really want to add “cheap divorce laywer” (with a typo and all) as a keyword?
Probably not—and your client wouldn’t either.
Dynamic Keyword Insertion Can Backfire
Now, let’s talk about Dynamic Keyword Insertion (DKI)—a Google Ads feature that automatically updates your ad copy to match the user’s search term.
DKI can be helpful when used correctly, but it becomes a liability when your account includes low-quality keywords. If a search term with awkward phrasing or a typo is used as a trigger keyword and then inserted directly into your ad, the result can be downright embarrassing.
For example, if someone searches “best plumer near me” and your ad headline ends up reading “Hire the Best Plumer Near You,” you’ve just lost credibility—regardless of whether the search converted.
A well-crafted ad speaks to the audience while representing the brand. DKI, combined with sloppy keyword lists, undermines that.
Don’t Duplicate What You’re Already Capturing
Another reason not to add every converting search term as a keyword is that your campaign may already be capturing it effectively.
Thanks to broad match, phrase match, and even close variants, many search queries are already triggering your existing keywords. You don’t always need to duplicate them manually—especially if they include phrasing that isn’t on-brand.
Before adding any new keyword, ask yourself:
- Is this keyword already being matched by another?
- Does it align with the brand’s voice and professionalism?
- Would I be comfortable showing this keyword to the client?
If the answer to any of these is no, leave it out—or rework it into a cleaner, more natural version.
How to Reword Without Losing Intent
Let’s say a converting term is “buy furnitures online.” The plural “furnitures” is technically incorrect, and your client—a high-end home goods store—might not want to be associated with that phrasing.
Instead of adding it as-is, you could use:
-“buy furniture online”
-“online furniture store”
-“furniture deals online”
These variations retain the original intent but are phrased professionally. You meet the searcher where they are—without compromising your client’s image.
Conversion ≠ Quality
Conversions are a critical performance metric, no doubt. But high conversion volume can sometimes mask deeper issues. It’s not just about quantity; it’s about quality—of traffic, of leads, and of the keywords you use to get there.
Low-quality keywords can lead to:
- Low-quality leads
- Higher bounce rates
- Poor ad engagement
- Damage to brand perception
You’re not just running ads—you’re building trust, credibility, and long-term success for your clients.
The Right Way to Optimize with Search Terms
Search terms are incredibly useful for optimization—but they’re not all meant to be turned into keywords.
Here’s a simple process to follow:
- Review Search Terms Weekly
Look for patterns, not one-offs. A single conversion doesn’t always justify a keyword. - Filter Out Junk
Disqualify anything with typos, slang, awkward grammar, or off-brand language. - Look for Clean Versions
If the intent is valid, create a more natural or professional keyword variation. - Keep Your Brand in Mind
Ask: “Would the business want to rank for this phrase?” If not, don’t include it. - Use Negatives Strategically
If a converting term is completely off-brand or risky, consider using it as a negative keyword to prevent accidental exposure via DKI.
Frequently Asked Questions (FAQ)
Should I add every converting search term as a keyword in my PPC campaign?
No. Not every converting search term should be added to your keyword list. If the term includes typos, awkward grammar, or unprofessional language, it could damage your brand reputation—especially when used with Dynamic Keyword Insertion (DKI). Only add terms that align with your client’s voice and business goals.
How can I tell if a search term is already being captured by existing keywords?
Review your search term reports and match types. If you’re using broad or phrase match keywords, many variations are likely being captured automatically. Use filters to check which search terms are matched to which keywords, and avoid duplicating coverage unless it’s necessary for control or performance.
What’s the risk of using Dynamic Keyword Insertion with low-quality keywords?
DKI automatically inserts the triggering keyword into your ad copy. If that keyword is a misspelled or awkwardly phrased search term, it will show up in your ad exactly as-is—leading to unprofessional-looking ads that can harm credibility and click-through rates
How can I safely reword a search term before adding it as a keyword?
Look at the intent behind the search term and rewrite it using standard phrasing or industry-appropriate language. For example, instead of adding “cheap furnitures near me,” use “affordable furniture store” or “discount furniture near me.”
Is it ever okay to use slang or informal language in keywords?
It depends on the brand. For some casual or youth-oriented brands, light slang may be acceptable. However, for most professional services or B2B businesses, it’s best to stick to clear, grammatically correct, and brand-safe language to maintain a professional tone.
Perspective Change for Your Next PPC Optimization
It’s easy to get excited when you see an oddly phrased search term bringing in conversions. But high-converting doesn’t always mean high-quality—and your keyword strategy needs to reflect that.
Whether you’re managing your own campaigns or running them for others, keywords do more than drive clicks—they reflect on the brand behind the ad. Choosing the right terms helps ensure your ads look polished, professional, and trustworthy. So be thoughtful, strategic, and always prioritize clarity and quality in your PPC keyword strategy.
At White Shark Media we believe that great PPC isn’t just about performance—it’s about precision and professionalism. Our team helps brands grow through smart, brand-aligned keyword strategies that convert and impress. Let’s talk about how we can help you and your ad efforts.
