# Google Ads tools: keywords, assets and bidding

Source: https://pozy.ai/help/ads/google-ads-tools

## Do it in the dashboard

1. Open **Ads**, then **Campaigns**, and open a Google campaign.
2. Choose the **Google** tab. Pick a tool from the row of tabs:

| Tab | What you do there |
|---|---|
| **Keywords** | See each keyword with its clicks, cost and quality. Pause, enable or remove one. **Add keywords**: one per line, in an ad group |
| **Search terms** | What people really typed before they clicked. Add a term as a keyword, or as a negative keyword |
| **Negatives** | Words that should never show your ads, like "free" or "jobs". Edit the campaign's own list, or make a **New list** to share across campaigns |
| **Assets** | **Add asset**: sitelinks, callouts, structured snippets and images, for the account, the campaign or one ad group |
| **Bidding and budgets** | See how Google bids. Make a portfolio strategy or a shared budget, then **Use** it on this campaign |
| **Ad schedule** | Click hours on the grid, or pick **Weekdays 9 to 18**, **Weekdays only** or **Around the clock**. Choose **Save schedule** |
| **Conversion goals** | Choose which conversions this campaign bids for |
| **Recommendations** | Google's suggestions with the change it expects. **Apply** or **Dismiss** each one |
| **Performance Max** | Asset groups on a Performance Max campaign: headlines, images, videos and the products they can show |

Search campaigns show **Keywords**, **Search terms** and **Negatives**. Performance Max campaigns open on **Asset groups**.

## Match types

When you add keywords or negatives, put one per line:

- A plain line uses the match type you pick in the form (**Broad**, **Phrase** or **Exact**).
- A line in "quotes" is a phrase match.
- A line in [brackets] is an exact match.

## Or ask your AI

> Look at the search terms on my Google Search campaign for the last 30 days. List the ones that cost money and got no conversions, and suggest them as negative keywords. Add them only after I say yes.

## Good to know

- **Applying a recommendation cannot be undone.** It can change budgets, bids, keywords or assets. Read it before you choose **Apply**.
- **A shared budget is shared.** Changing it changes every campaign on it.
- **Removing an asset only unlinks it.** Google keeps it in the account library. Editing an asset changes it everywhere it is used.
- **Account assets** show on every campaign unless a campaign or ad group sets its own.
- Callouts and sitelink text take up to 25 characters. A structured snippet needs 3 to 10 values.
- Ad schedule hours use the ad account's time zone. A bid adjustment on a time window stays between -90% and +900%.
- Shared negative lists hold up to 5,000 keywords. A campaign can use up to 20 lists.
- New keywords added in Google Ads can take a day to show in Pozy.
- To start a new Performance Max campaign, ask your AI. The **Create ad** steps make Search and Display ads. See [Create a campaign](https://pozy.ai/help/ads/create-a-campaign).

**Related:** [Connect your ad accounts](https://pozy.ai/help/ads/connect-ad-accounts), [Ad rules](https://pozy.ai/help/ads/ad-rules), [Track conversions with pixels](https://pozy.ai/help/ads/conversions-and-pixels), [Manage your ads from Claude or ChatGPT](https://pozy.ai/help/ads/manage-ads-from-chat)