Thursday, March 13, 2008
Google's Search Query Report unveils the best search terms, and some really bad ones too
Your PPC advertising is more profitable if you use exact match keywords. Google's new Search Query Report can show you all the actual search terms that matched the broad match keywords in your account. Use this powerful report to find additional good keywords. Add them as exact match keywords to increase their click-through ratio and lower their cost.
The Search Query Report in Google is simply a PPC advertiser's dream come true. No more fiddling with website statistics and server logs! The Search Query Report gives you all the search terms that matched the keywords in your account one way or the other. Run the report, download it as a spreadsheet and sort on the click-through ratio (CTR). Now behold:
An exact match keyword is normally more relevant, and normally has a better CTR, than a broad match keyword. Just insert the word "sex" after any of your search terms and you have found at least one occasion where your advertisement may not be relevant. If you run a sex site, try "free", "christian" or any city or country name instead.
Broad match keywords typically match a lot of searches that are irrelevant to the advertisement, which is why most advertisers try to find as many exact match keywords as possible for their ad groups.
A good practice is still to include broad match keywords alongside the same exact match keywords in order to get clicks also for slightly less relevant search terms. As an example, if you use "internet marketing training" with broad match, you may also get clicks from someone searching for "internet marketing training europe".
Share It:
· 
· 
· 
· 
· 
· 
· 
More Bookmarks...
The Search Query Report in Google is simply a PPC advertiser's dream come true. No more fiddling with website statistics and server logs! The Search Query Report gives you all the search terms that matched the keywords in your account one way or the other. Run the report, download it as a spreadsheet and sort on the click-through ratio (CTR). Now behold:
- a list of very good exact match keywords to be added to your account
- a list of bad search terms or words that should be added to your "negative" list.
An exact match keyword is normally more relevant, and normally has a better CTR, than a broad match keyword. Just insert the word "sex" after any of your search terms and you have found at least one occasion where your advertisement may not be relevant. If you run a sex site, try "free", "christian" or any city or country name instead.
Broad match keywords typically match a lot of searches that are irrelevant to the advertisement, which is why most advertisers try to find as many exact match keywords as possible for their ad groups.
A good practice is still to include broad match keywords alongside the same exact match keywords in order to get clicks also for slightly less relevant search terms. As an example, if you use "internet marketing training" with broad match, you may also get clicks from someone searching for "internet marketing training europe".
Share It:
· · · · · · · More Bookmarks...
Subscribe to Posts [Atom]
