Run the search term report in your ppc accounts as it could save you hundreds and even thousands of dollars depending on what your budget is. Too often, we have potential incoming clients who are wasting literally thousands of dollars on irrelevant clicks and we know this from running the search term report. The search term report within ppc accounts shows what the searcher actually typed in which resulted in a click or impression of your ad.
Let’s take for example “Joe The Plumber”. Joe is a plumbing contractor and created his own Adwords account. He is using broad match keywords such as plumber, plumbing company and find local plumber. Because Joe made his keywords on broad match type, he will come up under many variations of the word plumber / plumbing (even if these variations are not one of his actual keywords). After about a month of running his ads online, Joe notices that there has been very little leads for the amount he spent on clicks which was $3,000. Why is this happening? Well, after Joe contacts an agency for help, a search term report is run over the prior month and we noticed that 80% of the searches people typed in to get to his ad are irrelevant. For example, his ads came up under plumbing jobs, plumbing tools, plumbing certification and other terms that will not bring him business. Furthermore, about $2,400.00 out of the $3,000.00 Joe spent was in wasteful clicks.
One could ask, why would someone click on my ad if it has nothing to do with plumbing jobs, plumbing tools and so on? The reason is because some searchers click on the first ad they see which “relates” to what they are looking for but then, when they are on your site and realize it is not relevant they will bounce. Other times, searchers do not click on your ad because they know what they are searching for and realize that your ad is not relevant to their search. The good thing about this is that you will not get the click which cost money however, the bad part about this is that too many searches to low click ratio will substantially lower your click through rate (CTR) and as a result, quality score may lower which may end up making you pay more for clicks, even relevant ones.
The solution is for one to run the search term report at least twice a week to identify irrelevant keywords / phrases which should then be added as negative keywords. Negative keywords can be implemented at the adgroup or campaign levels. These keywords / phrases help prevent irrelevant clicks from going through and negatively affecting your account. For example, the phrase plumbing jobs should have the negative keyword “job” and “jobs” added as negative keywords because a plumbing contractor company probably does not want other plumbers searching for employment and then clicking on their ad which cost money! One should also add negative keywords prior to the start of the campaign as well and not just when managing the account which includes running the search term report. Between adding negative keywords before an account is launched and running the search term report a couple times a week, traffic should be more relevant.
To help improve relevant traffic even more, one technique that we like to use sometimes to help ensure even more protection against irrelevant traffic is to implement “phrase” match-type keywords / phrases. Phrase match keywords are done by placing a quotation mark at the beginning and then at the end of the keyword / phrase. For example, “plumbing contractor”. This tells the system that one must type in at least what is in the embedded sequence of “plumbing contractor” to trigger the ad to show. However, the nice part of phrase match type is that one can still type anything before or after the phrase. For example, best plumbing contractor. The only time the ad will not trigger is if the person searching did a query along with a negative keyword you have implemented. For example, plumbing contractor jobs. In this case, you have the negative keyword jobs and therefore, the ad would not show. It is not to say that phrase match type is the method to always go with as broad match and even exact match keyword / phrase implementation is useful at times however, we have found that phrase match type, when implemented correctly, along with all variations of keywords and phrases you want, provides a high degree of flexibility when coming up under searches you want and reduces irrelevant traffic. With adding negative keywords, selecting the best keyword match type for your account and running the search term report, your relevant traffic should substantially increase.
The search term report can be found in Google Adwords. To find the report in Adwords, go to your selected campaign, click on the keywords tab and then, a little below the keywords tab there is button that says “see searched terms”. From there, click on that and select the option, “all”. Be sure to also select a time period that you want to run this report. You can do this by going towards the upper right hand side of the account screen and selecting a time period. We recommend doing at least the “last 7 days”. Also note, that the search term report will not work if you try running it from the time period of “yesterday” or the last two days of data. Data from this report will work from the last prior three days of data and on. For example, the ppc account runs on 8/27/12 and therefore, the search term data would not be available for that day until 8/30/12.
Good luck, happy searching and monitor your account to ensure relevant traffic! credit-n.ru
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