April 20, 2014

Small Business PPC – Search Query Reports

If you are looking for insight into what customers are searching and when your ad is being seen, this report has the answers. And with the new AdWords interface these reports are easier than ever.

How To Run A Search Query Report

To run a search query report, login to AdWords and drill down to the ad group level. Then select the “See search terms…” button like so:
Search Query Report

After the report runs you’ll be presented with your search terms like this:
Search Query Report

Notice here that the 2nd keyword, online marketing consultant, got clicks on 3 of 4 impressions. This is a keyword that I could add to my keyword list. Just check the box and click the “Add as keyword” button at the top of the list. Google has made this super easy. You’ll also see that my ad was triggered by the broad term “market”. Yes, it got a couple clicks on 60 impressions, but market is too broad for my product. I can add this as a negative keyword by checking the box and clicking the “Add as negative keyword” button at the top of the list.

How Often Should I Run A Search Query Report

I recently saw a good PPC checklist that recommended weekly and I agree. My only caveat would be that if you have a small budget and are accumulating clicks slowly, you may not be getting a lot of data every week. In these situations every couple weeks would be sufficient.

Moral of the Story – Search query reports will help you find new keyword opportunities and weed out irrelevant searches which will boost CTR and QS, lowering your CPC. Give it a try and let me know how it went.

About Robert

Conversion rate optimization and PPC wizard. If I'm not out playing ultimate frisbee or golf you may find me hiking, skiing or mountain biking.

Trackbacks

  1. [...] thought of. Run a search query report (the new interface makes them easy – here are instructions for running a search query report) to see what terms are triggering your ads. I guarantee you’ll be surprised. Domain [...]

  2. [...] Search Query Performance – This report will tell you the exact phrases that your customers are searching. Here you’ll find variations you would have missed otherwise. Consider adding winners to the appropriate ad group or creating a new ad group if you find a trend. Hint: this report can be run right in the interface. [...]

  3. [...] was a big fan when the Search Query Report functionality was moved into the interface. Not only did it make obtaining the information so much easier, it made it easier to act on that [...]

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