AdWords Search Query Report
The key to a successful Google AdWords campaign is not about targeting the most people; it is, however, about targeting the most qualified individuals for your business or organization. If you think about it, this makes perfect sense. After all, most search advertisers are paying for the number of clicks their ad receives, so why pay for a click that is completely irrelevant to what you are promoting?
One of the main metrics we look at to identify an ad or keyword’s performance is the Click-Through Rate. This metric is the relationship between the number of times your ad was presented in the search results to the number of clicks it received. If your ad results in what we consider a good Click-Through Rate, it means your target audience finds your ad relevant to their search and vice versa. Improving your campaign’s Click-Through Rate can also affect your Quality Score and Cost Per Click, two other important metrics used to determine a campaign’s success. Quality Score is a measurement of how relevant your ad’s copy, targeted keywords and landing page are to your potential customer’s search. Quality Score can directly affect your keyword’s average Cost Per Click. A relevant ad triggered by a specific keyword will earn a high Quality Score and will cost less per click.
One of the most useful, yet often overlooked features that AdWords provides is the search query report. This report informs marketers precisely what the individuals who clicked on their ads were searching for when their ads were presented. Having access to the exact searches used to trigger your ads is one of the most helpful resources for optimizing a paid search campaign.
Here are a few tips on the best ways to utilize the search query report to improve your campaign’s Click- Through Rate, keyword Quality Score and average Cost Per Click.
There are three main reasons to use the search query report for optimization:
- Identify new keyword opportunities.
It is important to analyze the report for queries that are performing well for your campaign but are not included in your campaign. If you are targeting broad- or phrase-match-type keywords, your ads have more opportunity to be displayed. Using broad match allows your ads to show up if a search contains your keywords in any order, other terms along with your keyword or other close variations including misspellings, synonyms, singular and plural forms, tenses and abbreviations. Phrase-match keywords will trigger your ad to display with searches using your exact keywords or your keywords with other words added before or after them but not in between. Using the search terms report allows marketers to determine which keyword variations are most successful for their ad groups. Identifying the most effective and relevant search queries for your campaign allows you to add them to your keyword list to ensure that your ads will be displayed for the search query moving forward.
- Exclude irrelevant searches.
Analyzing the search terms report not only helps you identify new keywords but may also expose terms that you want to avoid. As mentioned previously, using broad- and match-type-keywords allows your ads to be displayed for more keyword variations. Often times, your ads will be triggered unintentionally by irrelevant phrases. You can use the search query report to limit the number of wasted clicks by excluding them as “negative keywords.”Negative keywords tell Google not to serve your ad when the specific term is included in a user’s search.
- Learn what your potential customers are looking for.
This reason alone should make account managers want to start reviewing their search query report on a regular basis. An unfortunate but common mistake that many companies make is assuming that their target audience and potential customers use the same terminology to describe their products and services as they do. Although the terms used by the industry and business experts are technically “correct,” using the “correct” wording could cause you to limit your audience reach. The search query report will help you gain a better understanding of the types of terms your target market uses to describe your products or services. Once you have identified these terms, you can add them to your targeted keyword list, as well as include them in your ad copy to appeal more to your audience.
Taking advantage of the search query report can significantly improve your paid search campaign. It is one of the most powerful, yet underused, resources for online advertising. Learning about the searches that trigger your ads can help you refine and focus in on those most qualified for your business. Narrowing down your keywords list to target those most relevant can greatly improve your quality score and, in turn, boost your campaign’s Click-Through Rate and lower the average Cost Per Click. To learn more about online paid advertising and the services we offer at Full Media, contact us today!