So, you’ve got your Google Adwords campaign up and running, how do you continue to improve and optimise your PPC activity? One of the most important tools in Google Adwords is the SQR, or Search Query Report. This report will provide you with details of all of the search terms against which your adverts have been shown.
You can then use this data to:
Identify the relevancy of your broad match keywords
When setting up a campaign, the default option in Google is for your keywords to appear on a “broad match” basis, meaning your ad will appear on any of the words in your keyphrase. Whilst a broad match campaign can be used to drive increased traffic, one of the main benefits is to help the advertiser identify which are the relevant (and profitable) search queries that trigger their ads. These phrases can then be moved to an exact or phrase match basis.
It will also help you identify the less relevant broad match terms. For example, if you were the clothing brand Jack Wills, and had your brand terms on a broad match basis, you would be appearing on all searches containing either “Jack” or “Wills” in any given area, so you may want to consider moving those keyphrases to an exact match or phrase match basis. Although this could significantly reduce your traffic volume, you should be driving more quality customers to your site and reducing your overall cost per acquisition.
Identify Niche Terms
Using a SQR will enable you to identify long tail search terms. By their nature these terms are likely to convert better as the searcher is entering a more specific term. This means that they are further down their purchase consideration process and will have a greater propensity to convert. For example, a customer searching on the term ‘holiday rental in St Ives Cornwall’ is demonstrating their desire for accommodation in a particular destination. If you were a company that offers holiday rentals in St Ives it is important to appear against such terms. Whilst you may also appear on terms such as ‘UK holiday rentals’, although this would probably drive a higher volume of traffic, the customers are also less likely to convert as they are at the beginning of their research phase.
By identifying these niche terms, you can put them in their own separate adgroup. By having more granular adgroups, you can more carefully target your copy, and improve your Quality Score.
Long-tail keywords are often considerably cheaper than the higher volume terms, so it may also be worth looking at your overall budget and allocating slightly more to these terms – although the volume may be low, your ROI should be higher.
Identify Negative Keywords
Using a SQR, you can identify terms that you are appearing on that are irrelevant to your business. Building out a comprehensive negative keyword list will ensure that you do not appear for irrelevant terms which will save you wasting budget on terms that are unlikely to convert.
For example, if you are a company that offers holidays in Turkey, you wouldn’t want to be displaying your adverts against terms such as ‘turkey recipes’. So, in adding the term “recipe” to your negative keyword list, you can filter out the kind of visitors that are of no interest to you and avoid wasting money driving them to your website.
Identify which terms aren’t being clicked on
The data may show you a list of terms which aren’t getting any clicks. If you look at these terms and realise that they’re not relevant to you – simply remove them. This will help make your adgroups more efficient and improve your overall quality score.
If you feel the terms are relevant – then check your copy. Try testing different creative and seeing if you can improve conversion that way.
How else are people using the SQR to help improve their PPC performance?