PPC 101

PPC 101: The Search Query Report


In our continuing PPC 101 series, we are exploring the staple of paid search optimization: the Search Query Report. This report is the key to learning which keywords or phrases surfers use to trigger your ads in the SERPS.

This tool is powerful and the report will assist you in:

  • Finding new keywords
  • Identifying potential Negative keywords
  • Determining the correct extended match your keywords (Broad, exact or phrase).

Let’s say, for example, that you are an online jeweler running a campaign dedicated to engagement/wedding rings. You choose the following three keywords to test at broad match:

  • Engagement
  • Engagement Ring
  • Diamond Ring

In a short amount of time, your Search Query report may reflect searches like:

Engagement party
Rules of engagement
Angelina Jolie engagement ring cost
Princess cut engagement ring
Insure engagement ring
Huge engagement ring
Diamond wedding ring set
Diamond wedding ring oval
Diamond ring song

Now that you have this data, what is the next step?

Find new keywords:

After reviewing your Search Query Report, you might consider adding long tail keywords “princess cut engagement ring“, “diamond wedding ring set“, and “diamond wedding ring oval” as search terms. These are all directly related to your product and will deliver targeted customers to your website when entered.

Identify Negative keywords:

When reviewing for negative keywords,you have to consider how closely your received searches reflect the content of your site. If you cannot make a clear connection, you should consider adding them as negatives. Potential Negative keywords from the example above include “party“, “rules of engagement“, “Angelina Jolie“, “insure” or “insurance“, and “song“. Adding these as negatives will ensure that your offers do not show for irrelevant queries and help to minimize site abandonment.

Choosing the correct extended match your keywords (Broad, exact or phrase):

In this example above it would be wise to eliminate the keyword “engagement” as it is too broad to accurately reflect the intent of your business, which is to sell engagement rings. It is also wise to test your new keywords at Phrase and/or Exact Match to minimize the chance of your ads appearing for less relevant searches. When you are paying per click, every little bit helps. 🙂

Learn to love your Search Query Reports. Proper use will bring you one step closer to building a winning campaign producing a positive ROI!