Digital Reach
By Digital Reach | SEM | January 29, 2016

The Value Of The Search Term Report

What is a Search Term Report?

Ever wonder how it is that people come to your website? You know they put in some criteria in the search bar, but do you know if it’s related to what you’re advertising for? Google gives us the power to see what exactly people searched for – you can find that information in the Search Term Report.

Is this important?

Most assuredly, knowing what led visitors to your website is paramount in the online advertising canvas. With keywords being the way you connect with your users, you want to know what it is they’re putting in the search bar. By reviewing this information through the Search Term Report, you can expand your keyword list when you see words repeating, and you can add to your negative keywords to block unwanted traffic. By keeping your account focused you are ensuring that your ad dollars are spent on the traffic you actually want to attract.

So where do you begin?

Well, right here on the campaign level!

Search Term Report

Simply click on the Keyword tab, then Details (drop down menu), select All, then the Search Terms tab. This will show you everything that people put in that your ad showed for and they clicked on it. This can lead to some entertaining reading as you wonder how your ad might have shown for baby diaper-rash cream when you sell fancy cars.

Negative Search Terms

So what do you do with the search criteria that has nothing to do with your products or services? Well, you’ll want to add them to your negative search terms in order to block those words from triggering your ad in the future. This is important and it will save you tons of money in advertising to a the wrong audience. Check out Google’s thoughts on the subject here.

With a few simple steps in the AdWords Editor you can add multiple negative keywords all at once. Keywords>Negative>Make Multiple Changes and it will open up a new window. Here’s where you can add the words you want to make negatives to all, some or one of your campaigns/ad groups. I like to put the words I’m planning to add as negatives onto a Note or .txt file; that way I can input them into the editor all at once with the “Paste From Clipboard” button.

Adding Negatives

You will often want your negatives to be broad match to get the most out of them. It’s a good ideas as well to consider synonyms that might also fit the negative profile and add them as well. Checking your search term report and adding negatives will benefit you in the long run – lots of money saved!

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