Search Terms: An effective way to optimize Paid Search campaigns.
Updated: Feb 25, 2020
Are your Paid Search Campaign goals Conversions or ROI?
The Search Terms section is one of the most important insight areas for you.
Search engines like Google Ads and Microsoft Ads (formerly known as Bing Ads) track all queries that lead to a click on Ad. It is later shown in the search campaign dashboard.
So, why are Search Terms important?
1) It can drive new ideas for paid campaigns and keywords structure. Even using advanced tools like SemRush and Google Keyword Planner, why not consider insights your target audience generates? Marketing managers must keep an eye on it. Long-tail keywords, new matches, all can be an opportunity to increase results.
2) Ads: Keeping copy relevant and updated is an important factor. Search Terms drive new ideas, better CTR and improve campaign Optimization Score - a Google Ads metric.
3) Negative keywords: Search terms are the most effective way to clean and narrow your traffic. A business that offers Container Shipping Services must trigger Ads for freight quotes, for example. So, "plastic containers" or "home containers” don't reflect the user's right moment to consider the service, and it must be added as a negative term.
No exception. All Paid Search campaigns previously running which I've started providing digital marketing consultancy had opportunities to optimize paid search traffic.
So, how to do it?
Located in the "Keywords" tab section, Search Terms are displayed under the campaign structure.
Applying this strategy on a regular basis, the campaign becomes narrow and focused. The result is targeted keywords and Ads which in a couple of weeks will deliver an optimized KPI's.
Other tactics like segmented keywords, broad match modifier, phrase match, and exact match will always be an important ally in paid search campaign strategies.
As a Google Ads consultant, that's my main goal when I start auditing. If you are a business owner working with a digital marketing consultant, ask for an open report showing all Search Terms. Take your own conclusion about the traffic quality your money is generating.
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