Following up on my last post, an immensely valuable resource that can further hone the success of your pay-per-click (PPC) campaign is the Search Query Performance report. Often overlooked, this report provides valuable information that can ultimately increase the ROI and the number of conversions in your campaign.
The Search Query Performance report shows you actual terms that users have typed in to see your ads. You are also able to see metrics, such as conversions, clicks, costs, and impressions, for each of these terms. For example, if you are bidding on the phrase match of the term “office furniture,” you will be able to see what terms trigger your ads. You will find that some users type in this exact term, while others are also typing in such phrases as “large office furniture” or “wooden office furniture.” Remember, you are bidding on the phrase match of “office furniture,” so these other queries will also trigger your ads.
Being able to see the exact user query is a huge benefit. You may find that you are not bidding on the term “wooden office furniture,” but it is receiving many impressions. In that case, it might be wise to not only bid on the term, but also craft specific ads around it and send users to an appropriate landing page.
But what if you do not sell wooden office furniture? How do you stop your ads from showing for this term? Another great feature of the Search Query Performance report is that it allows you to find negative keywords. By identifying negative keywords and including them in your campaign, you ensure that your ads do not show for certain queries. So if you see “wooden office furniture” as a search query, you would add “wooden” as a negative keyword. Another example would be if your Search Query Performance report shows the term “discount office furniture.” If your company sells high end office furniture, you do not want your ads showing for this search. Therefore, you would add “discount” as a negative keyword.
Aside from adding new and negative keywords throughout the campaign, the Search Query Performance report ultimately helps you to better spend your money. By listening to your users through their keyword searches you can focus your campaign funds on the most effective keywords for your company. For instance, if you can only spend $50 a day and consistently hit that budget every afternoon, you can improve the effectiveness of your campaign by filtering out the irrelevant searches, getting you better targeted traffic. Ultimately you are trying to get the users to convert, not just get them to your site.
It is a good idea to run the Search Query Performance report at least once a week, especially when you are testing new keywords and text ads. This report gives strong insight into how users are finding you. If users are finding you for the wrong searches, than improvements need to be made.