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HireOtto gives you full keyword management through your AI assistant. You can view existing keywords, add new ones with specific match types, add negative keywords, and pull search term reports — all without opening the Google Ads UI. Describe what you want and HireOtto handles the API calls.

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View keywords in an ad group

Ask your assistant to show you the keywords in any ad group. Specify both the ad group name and the campaign name to avoid ambiguity. 
Show me all keywords in the 'Branded' ad group in the 'Summer Sale' campaign

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Add keywords

To add keywords, tell your assistant the keyword text, match type, ad group, and campaign. You can add multiple keywords in one request. 
Add 'running shoes', 'buy running shoes', and 'best running shoes' as phrase match keywords to the 'Branded' ad group in the 'Summer Sale' campaign
You can also specify a max CPC bid when adding keywords: 
Add 'trail running shoes' as an exact match keyword to 'Branded' in 'Summer Sale' with a max CPC of $2.00

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Keyword match types

Match types control which search queries can trigger your ads. Choosing the right match type for each keyword is one of the most effective ways to manage relevance and spend.
Your ad can show for searches related to your keyword, including synonyms, misspellings, and related searches. Broad match reaches the widest audience but may capture irrelevant traffic.Format: running shoes (no brackets or quotes)Best for: Discovery campaigns, large budgets, or when you’re exploring new search queries. Pair with Smart Bidding to optimize performance.
Add 'running shoes' as a broad match keyword to 'Branded' in 'Summer Sale'
Your ad shows for searches that include the meaning of your keyword. The search may include additional words before or after. More precise than broad match, less restrictive than exact match.Format: "running shoes" (shown with quotes in Google Ads; specify “phrase match” in your prompt)Best for: Most search campaigns where you want control over relevance without limiting reach too aggressively.
Add 'best running shoes' as a phrase match keyword to 'Branded' in 'Summer Sale'
Your ad shows only for searches that match the exact meaning of your keyword, with little to no variation. This gives you the most control and typically the highest relevance.Format: [running shoes] (shown with brackets in Google Ads; specify “exact match” in your prompt)Best for: High-value, high-intent terms where you want precise control over which queries trigger your ads.
Add 'buy running shoes online' as an exact match keyword to 'Branded' in 'Summer Sale'

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Add negative keywords

Negative keywords prevent your ads from showing on irrelevant searches. Add them at the campaign level to exclude queries across all ad groups in that campaign. 
Add 'free' as a negative keyword to the 'Summer Sale' campaign
You can add multiple negative keywords and specify match types: 
Add 'free', 'cheap', and 'DIY' as negative exact match keywords to the 'Summer Sale' campaign
Add negative keywords at the campaign level to exclude irrelevant queries across all ad groups at once. Use ad group-level negatives when you only want to exclude a query from a specific ad group.

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View the search terms report

The search terms report shows you the actual queries that triggered your ads. Use it to find new keyword opportunities and queries to add as negatives. 
Show me the top search terms for the 'Summer Sale' campaign in the last 30 days
From this report, you can immediately act on what you find: 
Add 'free running shoes' and 'cheap running shoes near me' as negative keywords to 'Summer Sale'

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Pause underperforming keywords

Ask your assistant to pause keywords based on performance criteria. You can specify a metric threshold and a date range. 
Pause all keywords in the 'Summer Sale' campaign with zero conversions and more than $50 in spend over the last 30 days

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Keyword best practices

Broad match can drive volume but often wastes budget on irrelevant queries. Start new campaigns with phrase and exact match keywords to maintain control, then introduce broad match once you have conversion data to guide Smart Bidding.
New irrelevant queries appear regularly. Checking the search terms report weekly and adding negatives keeps your traffic quality high and prevents budget waste.
Organize keywords into tightly themed ad groups — one theme per ad group. This improves Quality Scores because your ads and landing pages can match the keyword intent closely.
Terms like ‘free’, ‘DIY’, ‘jobs’, and ‘how to’ are irrelevant for most commercial campaigns. Add them as negatives from the start rather than waiting for them to waste spend.

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Next steps

Pull performance reports

Review keyword-level clicks, cost, and conversion data.

Optimize budgets and bids

Adjust bids and budgets based on keyword performance.