Optimize your Google Ads profitability using the indispensable Google Ads Search Terms Report. Discover effective techniques to optimize your keyword strategy, improve targeting precision, and maximize your return on investment.
Reaching the right audience with a compelling message is crucial for a successful Google Ads strategy. It’s all about targeting the right people at the right time.
In order to effectively analyze the market, it is crucial to have a comprehensive understanding of the performance of your advertisements and the specific keywords that potential customers are utilizing in their searches.
Utilizing the Google Ads search terms report can be quite advantageous.
This report is extremely valuable and will greatly benefit every Google Ads account.
The search terms report can be a valuable tool for your advertising strategy by providing insights into the specific phrases that are triggering your ads.
- Improve and fine-tune your keyword strategy.
- Improve your targeting strategies.
- Maximize your return on investment (ROI).
Understanding the importance of the Google Ads search terms report is crucial for optimizing Google Ads profitability.
What is the Google Ads Search Terms Report?
The search terms report provides valuable insights into the performance of your ads when real searches on the Google Search Network trigger them.
The report provides insights into the specific terms and phrases that activated your ad, enabling you to evaluate the effectiveness of your keyword bidding and match types.
If you come across search terms that are irrelevant to your business, you can add them to your repository of negative keywords.
Making sure your ads are only shown to potential customers conducting relevant and useful searches helps you optimize your budget and spend it more effectively.
It’s important to note that there is a distinction between a search term and a keyword.
When a customer enters a word or phrase on the Google Search Network to trigger an ad, it is referred to as a search term.
Similar to a market research analyst, the keyword is the specific word or phrase advertisers on Google Ads focus on and compete for to display their ads to potential customers.
How to Create a Search Terms Report
Generating a search terms report in your Google Ads account is a straightforward process, and the best part is that it can be automated!
To access your search terms report, you will need to:
- Please sign in to your Google Ads account.
- Go to the “Campaigns” section, then click on “Insights & Reports,” and finally select “Search terms.”.
Here is a step-by-step guide on how to locate the search terms report in your Google Ads account.
Once you’ve completed this report, there are several steps you can consider as a marketer:
- Ensure that high-performing searches are added to the appropriate ad groups as keywords.
- When adding new keywords, please select the desired match type, such as broad, phrase, or exact.
- Exclude irrelevant search terms by adding them to a negative keyword list.
3 Ways To Use Search Terms and Report Data
Discover three effective strategies for utilizing search terms to report data.
As previously stated, various methods exist to use the search terms’ report data to enhance campaign performance.
Now, let’s examine three examples of utilizing this report effectively and maximizing your return on investment.
1. Refine Existing Keyword Lists
- What searches are leading to conversions?
- What searches are irrelevant to the product or service?
- What searches have high impressions but low clicks.
- How searches are being mapped to existing keywords and ad groups.
Understanding how searches are mapped to existing keywords and ad groups is crucial, just like a market research analyst. It helps to uncover valuable insights and optimize advertising strategies for maximum effectiveness.
If you want to optimize your search results and increase conversions, include those relevant terms in your current ad group or create a new one.
If you’re encountering searches that are not relevant to your product, it’s advisable to include them as negative keywords. This will ensure that your ad no longer appears in future searches.
When certain searches receive significant impressions but generate very few clicks, it’s important to give them additional attention and analysis. If a keyword is worth bidding on, it could suggest your bid strategy needs to be more competitive. Therefore, you will need to take action to improve your bid strategy.
The search terms report can be useful by fine-tuning existing keyword lists.
Through a thorough analysis of the search terms report, one can identify various areas of potential growth and opportunity, such as:
When multiple keywords and ad groups trigger a search term, it can lead to a situation where keywords mix and overlap. Having various keywords bid on the same search term can drive up the cost, resulting in a lower ROI. If this situation arises, there are several choices available to you:
- Ensure that the keyword match types are reviewed and updated as needed.
- Include relevant negative keywords at the ad group or campaign level to prevent unwanted overlap.
Utilizing the search terms report can effectively identify top-performing elements and eliminate underperforming ones.
2. Understand How Your Audience Is Searching For Your Product
It is common to observe a disconnect between how a company presents its product or service and how customers search for it in the real world.
If you’re bidding on certain terms that accurately represent your product or service, but you’re not seeing any results, expectations may need to be aligned.
Searches that result in conversions often come from terms that may not have been initially considered for bidding but can be discovered by analyzing the search terms report.
One of the most overlooked benefits of this report is discovering unique customer search patterns and how they find out about your product.
Identifying these keywords could lead to a fresh campaign, particularly if the search terms do not align with current ad group structures.
Developing campaigns based on various search themes enables the implementation of tailored bidding strategies, as not all keywords hold the same value.
A clear understanding of how customers express their needs for a product or service can greatly benefit your keyword strategy and improve how you position your offerings.
Another benefit of the search term report is how it can enhance your campaigns.
3. Optimize Ad Copy and Landing Pages
As mentioned earlier, understanding customers’ language and phrases can offer valuable insights into their needs and preferences.
Using the search terms report can help marketers customize their ad copy to be more relevant and appealing to potential customers.
And pay attention to the corresponding landing page!
When users click on an ad, they anticipate a seamless connection between their search query and the content displayed on a website.
Ensure that the content on the landing page is regularly updated to align more effectively with the searcher’s intent.
This can lead to a more enjoyable user experience and increase conversion rates.
How Using The Search Terms Report Can Help ROI
All three examples above demonstrate how the search terms report can enhance campaign ROI.
Why is that?
Now, let’s delve deeper into each example.
How Refining Keywords Helps ROI
As a marketing coordinator, it’s important to fine-tune our keywords by eliminating any search terms that are not relevant and may trigger our ads unnecessarily.
Developing a strong negative keyword strategy helps eliminate unnecessary expenses on keywords that are not relevant.
The previously unused budget is then reallocated to campaigns that consistently generate higher returns on investment.
In addition, incorporating high-performing search terms allows for greater control regarding bid strategy.
Understanding how to optimize bid strategies based on search themes can greatly improve return on investment.
Understanding audience intent is crucial for maximizing ROI.
With a deep understanding of potential customers’ precise language and search terms, marketers can enhance ad copy and landing pages to align perfectly with those searches.
Implementing this strategy can enhance the relevance of your ads and improve your ad rank in Google Ads.
These items can assist in improving your quality score, leading to potential cost savings as your quality score improves.
When ads are more relevant, users are more likely to click on them, ultimately increasing the likelihood of converting those users.
How Updating Ad Copy and Landing Pages Boosts ROI
This example complements the above recommendation.
Understanding the audience’s search intent improves ad copy and landing pages, resulting in increased ad relevance.
After clicking on the ad, users will discover that the landing page’s content aligns more closely with their search.
By improving relevance, there is a greater chance of converting leads, resulting in a higher return on investment.
Use This Report to Make Data-Driven Decisions
Google Ads play a crucial role in a well-rounded digital marketing strategy, often representing a significant portion of your marketing budget.
Regularly reviewing the search terms report allows for refining your marketing budget, resulting in more effective Google Ads campaigns.
Utilizing this report to make informed decisions that optimize various aspects of campaign management results in more efficient ad spending, increased conversions, and, ultimately, a higher return on investment.
