SQP Coverage · ScaleSKUs MCP Academy #11

Before you add another keyword, check whether that customer search is actually missing from your account. It might already arrive through phrase targeting. An exact keyword could exist inside a paused ad group. Or the account might cover the search, but advertise a different product from the one you intended. In this lesson, we will connect Search Query Performance to the advertising setup, then turn the findings into a practical decision.

Start with a simple request: check our walnut products, compare the latest complete SQP week with our ads, and check what is actually configured, not only what spent money. The first response gives us a coverage table. The dates are September twentieth through twenty-sixth. For walnuts without shell, it shows more than one hundred and six thousand searches and existing exact, phrase and broad keywords.

This is a useful starting point, but the words strong coverage need checking. An enabled keyword is only one part of the serving path. Also, the purchase-share column describes the brand's share of purchases associated with that query. It is not conversion rate, and it does not isolate advertising from organic search. Read the dates and metric definitions before interpreting the labels.

Our follow-up asks for the advertised product, campaign, match type and parent status. This changes the conclusion. The exact entries for walnuts without shell exist, but the checked paths have a paused ad group or campaign. The phrase path in Campaign Eleven has active parents and reported delivery. So the right statement is: broader delivery exists, while the checked exact paths are inactive.

That is much more useful than simply saying targeted or not targeted. The current configuration is a snapshot. It does not prove that the same state applied throughout the historical reporting week. Now look at the advertised products. Campaign Eleven's phrase ad group contains six walnut products. That confirms which products belong to the path. It does not tell us how all the search-term sales divide between those products.

Keep ad-group query performance separate from product-level performance unless the data provides the exact join. Pack size is another important check. The synced catalog titles say NutriGrove Walnuts, without a reliable pack-size attribute. An ad-group name mentioning one kilogram expresses the team's intended structure; it does not verify every product's actual size. Leave that uncertainty visible before deciding where a size-specific query should go.

The final cards make three different decisions clear. Walnuts without shell already delivers, so don't add another keyword automatically. Inspect the existing exact structure and the products receiving broader traffic. Walnuts one kilogram also has observed advertising delivery, even though the checked literal phrase path sits inside a paused campaign and no active exact path was found. Trace the historical delivery source before deciding whether a dedicated exact test is needed.

Walnut whole is different again: it has an enabled exact keyword, but no spend in this reporting week. Investigate parent status, product eligibility and delivery conditions instead of creating a duplicate. The negative check found no enabled Sponsored Products keyword-negative blocks for the searches it covered. Keep that scope precise: it does not automatically clear every product negative or another ad format.

Also, don't treat repeated keywords as proof of harmful competition. Different products, match types and parent states can explain the repetition. Your final review should record the query, intended product, configured targeting, actual delivery, blockers, evidence dates and next action. Use a settled attribution window before making performance cuts. The useful outcome is a choice supported by evidence: keep, investigate, repair or test.

Practise this with one important query before expanding the process to the whole catalog. For your own review, choose one query with meaningful demand. Ask for both current configuration and observed delivery over a named period. Follow it through the keyword, ad group, campaign and advertised products. Then ask which negative checks were actually completed. Write one sentence explaining the next step, including anything still unknown.

If the answer changes after a follow-up, keep the corrected conclusion and the evidence behind it. That is the habit this workflow is teaching: make the next action more precise before making the account more complicated.