How to Analyze a Google Ads Search Query Report


14 Jun
14Jun

In PPC marketing, the ad search query report shows you those keywords that you rely on to target your audience and the queries that drive web traffic to your site. Business owners should consider this data an essential aspect of online marketing since it gives direction to their campaigns. 

Search query reports offer you an in-depth insight into the queries that aren’t working, regardless of whether they are linked to keywords that are working. Besides, you also get an idea about queries that are working beyond your expectations. 

The Relevance of Keywords in Search Queries

Before we even get into the deep end of Google Ads search query report analysis, it's best to highlight the significance of keywords in search queries. If you run a mobile phone store and you’re managing a campaign for smartphones, would you settle for “Jason Statham” as a negative keyword? Well, you certainly won’t. But, seemingly, this can work in some campaigns. When analyzing your search query data, you may realize that your ads are being displayed to users searching for the typically action-packed videos of Jason Statham. Indeed, this wasn’t your target audience in the first place. That said, one of the best moves you can make when analyzing your AdWords search query report is utilizing negative keywords to ensure that your ads are not only displayed to qualified searchers but also to those who could be searching for related terms. 

Analyzing Google Ads Search Query Reports

Few Google Ads marketers relish the thought of analyzing search query reports every week. Going through rows of search terms isn’t exactly straightforward. Even so, these analyses could be a goldmine for your business because it helps you cut wasted ad expenditure, besides enabling you to discover new sources of revenue. If you’re looking to optimize your campaigns, here's how to analyze search query reports. 

1. Generate Your Report

You can’t start analyzing what you don’t have. Thus, you first need to generate your search query report. You can do this by logging into your Google Ads dashboard before selecting the last seven-day date range. Then, select “Keywords” before scrolling down to “Search Terms.” Filter the search terms to only display search queries where the keyword attribute Added/Excluded is “None” rather than “Added or Excluded.” After that, sort your search queries by impressions. What will be left will be a list of queries people have used when browsing, and prior to seeing and clicking on your ads. 

2. Finding the Gold

Google Ads search query report analysis should be done with two goals in mind:

  • Minimizing Ad Spend Wastage

If you fail to regularly analyze your query report searching for negative keywords, your campaign could lose money. Digital marketing is all about relevancy, and the same applies to the use of keywords. Even so, it's best to keep an eye on your conversion column because search queries that may seem relevant could also drive conversions. Of course, you need to leverage everything that makes you money.

  • Getting Rid of Keywords that Don't Convert

It's difficult to spot these keywords. But, if you run a smartphone store, you may have the following search queries:

  1. Why do I need a new smartphone? 
  2. Why is a smartphone so important?
  3. How to shop for a smartphone
  4. Do I need a smartphone? 

Indeed, these are informational queries by people looking for info rather than a specific service. They may look harmless but could be wasting your spending because they don’t necessarily translate into conversions. 

Using Your Search Query Report to Bring in Money

The goal of analyzing your search query report should be to streamline your Google Ads and increase conversions. For starters, the analysis can help you discover new keywords driving conversions already yet haven’t been incorporated as keywords. The most exciting part is that keyword expansion always gives rise to search queries hitherto unknown to you. In this regard, it's best to keep in mind that search queries should never be ignored. If you bid on broad match keywords while ignoring search queries, your campaign will definitely be wasting money. Google Ads search query report analysis should also involve managing your negative keywords, leveraging profitable long-tail keywords, and staying apprised of new and emerging search trends in your niche. It's equally important to always get the correct data when undertaking search query report analysis. 

Key Takeaways

If you run a business, the chances are that you don’t fully leverage your Google AdWords search query data. Often, this happens because you don’t know how to analyze your search query reports. At first, you may find the entire undertaking overwhelming. Questions such as how I find a PPC agency near me, will run into your mind. But, once you find an agency that understands your market and needs, you'll be well on your way towards optimizing your PPC marketing campaign.  

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