Search Terms Report

Search Query, SEM, Search Engine Marketing, Google, Digital Marketing, Digital Advertising, Internet Advertising, Online Advertising

When running search ads, one of the most important daily tasks is to check the search terms report. This report is your window into the minds of your audience. It offers insights into the queries that trigger your ads based on the keywords you are actively bidding on. It can be accessed by selecting “keywords” on the left column of Google Ads, and then selecting “search terms” from the row of options towards the top of the screen.

The search terms report, when properly utilized, is not just a summary of data but a strategic tool. By regularly reviewing this report, you have the opportunity to fine-tune your keyword strategy. You can decide to add a specific term that aligns with your business goals or block it as a negative keyword, preventing your ad from showing up for that term in the future. In essence, it helps in maximizing your ad spend by focusing only on effective and relevant keywords.

The Importance of Blocking Keywords in the Wrong Ad Group

Having a search query that does not match the campaign and ad group that triggered it is a common occurrence in search advertising. However, it’s best to block such queries for that specific ad group. The primary reason is to ensure that your keyword, ad copy, and landing page offer a seamless user experience. Any inconsistency can lead to a wasted click – a lost opportunity for engagement and potential conversion.

For instance, consider you run a digital marketing company with a social media campaign divided into three ad groups: Facebook, Instagram, and LinkedIn. If a search query for “Facebook advertising” gets triggered in the Instagram ad group, you’d want to block that search query in this particular ad group. In that ad group, you have ads that are specifically tailored for Instagram. By blocking mismatched queries in the search terms report, you ensure that the most relevant ad and landing page are used for each term you are bidding on. This strategic approach minimizes confusion for your potential customers and optimizes your ad spend.

Blocking Wrong Intent Keywords: A Strategic Move

The search terms report can also reveal search queries with the wrong intent. For example, if you’re a lawyer and someone searched for a “pro bono lawyer,” you’d want to block the term “pro bono” if you don’t offer pro bono services. Similarly, if you’re using search ads to acquire new clients and people are searching for “jobs, employment, resume,” it’s best to block these keywords. They indicate a different intent that doesn’t align with your service offerings. By reviewing the search terms report daily, you can identify and block these irrelevant queries, ensuring your ad budget is focused on keywords that have the potential to convert.

Adding Keywords That Boost Ad Relevance

If a search term aligns with the intent of your business and fits well with the campaign and ad group, it’s a good candidate to be added as a keyword. But, don’t just add it; take the time to specify the proper landing page you want to drive traffic to for that keyword.

For example, if you run an e-commerce store specializing in athletic wear, and you see a search term like “women’s running shoes,” it makes sense to add this keyword to your ad group. However, make sure your landing page is tailored to women’s running shoes to ensure a smooth and relevant customer journey.

It’s also worth noting that keywords should not exceed ten words. If a search term is too long, try to extract the most relevant phrases or single keywords and add them to your ad group. This practice can significantly enhance the relevance of your ads, making them more appealing to your target audience.

The search terms report is indeed an indispensable tool in your arsenal. By paying close attention to it, you’re not just avoiding wastage of money on ineffective keywords, but also unlocking growth opportunities by identifying potentially profitable keywords. Remember, every keyword listed in this report is an opportunity – to either enhance your campaigns or protect them from irrelevant traffic.

In conclusion, the search terms report isn’t just a list; it’s a guide to understanding your audience better, a tool to refine your ad strategy, and a weapon to fend off irrelevant traffic. Leveraging it will put you on the path of constant improvement, aligning your ad strategy with real-time search trends, and increasing the chances of conversions. If you’ve found value in this blog post, please share it on social media and remember to download our free guide using the promo code “freeguide” at checkout.

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