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

When running search ads one of the most important things to do each day is to check the search terms report. To check the search terms report select “keywords” on the left column of Google Ads, and select “search terms” in middle of the row of options towards the top of the screen.

By reviewing this report you can see which queries triggered your ads based on the queries you are actively bidding on. By reviewing the terms that triggered your ads you can choose to add the term or add it as a negative so the term never shows up again.


Block Keywords In The Wrong Ad Group


If the query does not match the campaign and ad group that triggered that search query than it would be best to block that query for that ad group. The reason for blocking is that you want to make sure that the keyword matches the ad copy and landing page you are driving the user to. If the experience isn’t seamless than you are going to be paying money for a wasted click that isn’t going to lead to an engaged user and a current or future sale or conversion.

Say, for instance, you are a digital marketing company and you have a social media campaign with three ad groups: Facebook, Instagram, and LinkedIn. If you see a search query for “Facebook advertising” that was triggered in the Instagram ad group, you would want to block that search query in the Instagram ad group. That is because in that ad group you have ads that say Instagram in them that come up on search, and a landing page that is about Instagram. By blocking queries in the search terms report that show up for different ad groups than the intended ones, you make sure that the most relevant ad and the most relevant landing page are used for each term you are bidding on.


Block Wrong Intent Keywords


Another example to block keywords you find in the search terms report is the wrong intent. Say you are a lawyer and someone searched the term “pro bono lawyer”. You would want to block the term “pro bono” if you don’t do pro bono work. Also, if you are looking to use search to find new clients and people are searching for “jobs, employment, resume” etc. you want to make sure to block those types of keywords with the wrong intent. By reviewing this report each day you can find additional queries to block so that way you don’t waste money on keywords where the user does not have the intent to convert.


Add Keywords


If the intent matches and the query fits the campaign and ad group it matched with, feel free to add the keyword. When adding the keyword make sure to add the proper landing page you would like to drive the keyword to. You can also set a maximum CPC. bid, but over time since the bids change don’t feel obligated to calculate an exact bid amount. Also, note if a keyword is longer than ten words you cannot add or include it. What you can do is add single keywords or phrases of the relevant keyword to the ad group under the keywords tab.

The point is no keyword in this tab should be ignored because you are paying for these queries (and related queries) and if chose to do nothing about it you are losing the growth opportunity of the keywords you don’t add and wasting money on the keywords you don’t block.

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