Webinar: Unlocking the Power of Your AdWords Search Query Report

CONFIDENTIAL – DO NOT DISTRIBUTE 1

Webinar: Unlocking the Power of Your AdWords Search Query Report Larry Kim, WordStream

Brad Geddes, Certified Knowledge

November 7, 2012

Today’s Agenda

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• Keywords, Search Queries and the Search Query

Report

• Strategies for Reviewing your Search Query Report

• How to use the WordStream PPC Advisor for

Keyword Expansion and Negative Keyword Research

• Introducing the 20-Minute PPC Work Week

Take Part in Live Blogging on Twitter / Google+

• Include the hashtag #ppcsqr in your Google+ status updates,Twitter tweets,, etc.

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Speaker Introductions

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• Larry Kim

– Founder, CTO, WordStream, Inc.

– Today we’re an industry-leading provider of a PPC Management Platform and Keyword Research Tools

• Brad Geddes

– Founder, Certified Knowledge

– Author, Advanced Google AdWords

Let’s learn a little about you….


Poll Question 1: How much time do you spend

doing PPC work every week?

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a) I'm supposed to do work in my PPC account every week?

b) < 1 hour / week

c) 1-10 hours / week

d) 10-39 hours / week

e) +40 Hours / week - it's my full time job!

Poll Question 2: Do you mine your Search Query

Report Data?

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a) No. What’s a search query report?

b) I tried but it was too complicated.

c) Yes. I periodically check my search query data for keyword optimization ideas, every few months or so.

d) Yes. I check my search query data every week!

@bgTheory Copyright Certified Knowledge

PPC training, tools, and community

CertifiedKnowledge.org

Brad Geddes & Certified Knowledge

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@bgTheory

SEARCH QUERIES:

THE BASICS

Copyright Certified Knowledge @bgTheory

Your Keywords

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A keyword is a suggestion to Google for which search queries your ad should be displayed based upon your match type.


The Actual Search Query

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The Search Query is what the user actually typed into the engine.


The Search Query May Not Be the Keyword

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Your Match Type determines how closely related your keyword can be to the search query


Why This Matters…

• Search Query Optimization can:

– Increase Your CTR

– Increase Your Conversion Rates

– Increase Your Quality Scores

– Lower Your CPA

– Save You Money!

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@bgTheory

SEARCH QUERIES:

WORKING WITH THE DATA


Best With Conversion Tracking

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Conversion tracking allows you to see exactly what keyword and queries lead to sales.


Finding Search Query Data

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You can navigate to the search query data on the keywords tab.


The Search Query Data

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The search query data shows you exactly what someone typed into Google.


“Other Terms”

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If ‘Other Terms’ is a lot of data; you can narrow down the timeframe to see more search queries.


Filtering the Data

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Filter the data to only see terms that have not been added or excluded yet.


SQRs That Convert But Aren’t in Account

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First look for queries that convert but are not yet in the account. You will want to add these terms as keywords to your account.


Adding SQRs to Ad Groups

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It is easy to add search queries as keywords to your ad groups.


Words Above Target CPA

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Filter for words that are above your target CPA. These words should be made negatives, or keywords in the ‘correct’ ad group.


Sometimes You Need to Get Dirty With Excel

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If you see commonalities among words, examine the ‘root word’ with simple Excel filtering.


The SQR Workflow

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Not Enough Data – Use GA

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Google Analytics allows you to create goals based upon time on site or pages per visit. Use these goals to see if the queries are leading to good site interaction.


GA – Matched Search Queries

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You can also see search query data in Google Analytics. Filter by visits and goal values to find poor converting queries.


Key Points

• Search Queries are what was actually typed into the search engine

• When search queries lead to conversions, make sure they are keywords

• When search queries lead to wasted spend, then block them with negative keywords

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@bgTheory

NEGATIVES KEYWORDS


Negative Keywords

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Negative keywords stop ads from being displayed


Where Can You Use Negatives?

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Ad Group negatives affect only the keywords in that ad group. Campaign negatives affect all keywords in that campaign. Negative lists affect every campaign where the list is applied.


Problem: Adding The Same Negatives to Every Ad Group

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If you only add negatives at the ad group level, you will end up with many duplicate negative keywords.


Solution: Campaign Negative Keywords

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If you don’t want to show for a word at all, then make it a campaign negative.


Problem: Having Thousands of Campaign Negatives The Same in Every Campaign

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If you have a large account, another issue is having the same negative keywords in many campaigns. This is very hard to track and organize.


Solution: Negative Keyword Lists

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With campaign negative lists. You can add a list to multiple campaigns, and then every time you add a negative to the list, it will automatically be applied to every campaign where the list is used.


Problem: Not Adding ‘Root Words’ cardinal gates single rail baby gate cardinal gates single rail baby gates cardinal gates single rail infant gate cardinal gates single rail infant gates cardinal gates single rail kid gate cardinal gates single rail kid gates cardinal gates stair baby gate cardinal gates stair baby gates cardinal gates stair infant gate cardinal gates stair infant gates cardinal gates stair kid gate cardinal gates stair kid gates cardinal gates stair ways baby gate cardinal gates stair ways baby gates cardinal gates stair ways infant gate cardinal gates stair ways infant gates cardinal gates stair ways kid gate cardinal gates stair ways kid gates cardinal gates stairways baby gate cardinal gates stairways baby gates cardinal gates stairways infant gate cardinal gates stairways infant gates cardinal gates stairways kid gate cardinal gates stairways kid gates cardinal gates two rail baby gate cardinal gates two rail baby gates cardinal gates two rail infant gate cardinal gates two rail infant gates cardinal gates two rail kid gate cardinal gates two rail kid gates evenflor single rail baby gate evenflor single rail baby gates evenflor single rail infant gate evenflor single rail infant gates evenflor single rail kid gate evenflor single rail kid gates evenflor stair baby gate evenflor stair baby gates evenflor stair infant gate evenflor stair infant gates evenflor stair kid gate evenflor stair kid gates

evenflor stair ways baby gate evenflor stair ways baby gates evenflor stair ways infant gate evenflor stair ways infant gates evenflor stair ways kid gate evenflor stair ways kid gates evenflor stairways baby gate evenflor stairways baby gates evenflor stairways infant gate evenflor stairways infant gates evenflor stairways kid gate evenflor stairways kid gates evenflor two rail baby gate evenflor two rail baby gates evenflor two rail infant gate evenflor two rail infant gates evenflor two rail kid gate evenflor two rail kid gates kidco single rail baby gate kidco single rail baby gates kidco single rail infant gate kidco single rail infant gates kidco single rail kid gate kidco single rail kid gates kidco stair baby gate kidco stair baby gates kidco stair infant gate kidco stair infant gates kidco stair kid gate kidco stair kid gates kidco stair ways baby gate kidco stair ways baby gates kidco stair ways infant gate kidco stair ways infant gates kidco stair ways kid gate kidco stair ways kid gates kidco stairways baby gate kidco stairways baby gates kidco stairways infant gate kidco stairways infant gates kidco stairways kid gate kidco stairways kid gates

kidco two rail baby gate kidco two rail baby gates kidco two rail infant gate kidco two rail infant gates kidco two rail kid gate kidco two rail kid gates lascal single rail baby gate lascal single rail baby gates lascal single rail infant gate lascal single rail infant gates lascal single rail kid gate lascal single rail kid gates lascal stair baby gate lascal stair baby gates lascal stair infant gate lascal stair infant gates lascal stair kid gate lascal stair kid gates lascal stair ways baby gate lascal stair ways baby gates lascal stair ways infant gate lascal stair ways infant gates lascal stair ways kid gate lascal stair ways kid gates lascal stairways baby gate lascal stairways baby gates lascal stairways infant gate lascal stairways infant gates lascal stairways kid gate lascal stairways kid gates lascal two rail baby gate lascal two rail baby gates lascal two rail infant gate lascal two rail infant gates lascal two rail kid gate lascal two rail kid gates north states single rail baby gate north states single rail baby gates north states single rail infant gate north states single rail infant gates north states single rail kid gate north states single rail kid gates

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Solution: Add Root Words: • Baby • Babies • Child • Children • Infant • Infants

If you don’t want to show for any variation of a query, use the root word in the query.


Problem: Multiple Ad Groups Show for the Same Query

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If the same query shows for more than one ad group; you have lost control of the ad serving. This will usually lower your CTRs and conversion rates as the wrong ad and landing page will be displayed.


Problem: What Ad Group Shows?

Campaign

Hosting Website Hosting

VPS Hosting

Cheap Hosting

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Query: Cheap VPS website hosting

Even with good keyword organization, Google may show your ad from multiple ad groups.


Solution: Shape Queries with Negatives

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Campaign

Hosting

-cheap

-VPS

-website

Website Hosting

-cheap

-VPS

Cheap Hosting

-VPS

VPS Hosting

-cheap

Cheap VPS Hosting

Using negatives to force Google to show the correct ad, will raise your CTRs and conversion rates.


Negative Keyword Conflicts

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Bing has a nice report called ‘Negative Keyword Conflicts’ that will show you when your negatives and positives are conflicting and stopping your ads from being displayed.


Key Points

• Negative keywords stop ads from being displayed

• When a search query leads to spend, but no conversions, then block it

• When a search query is being displayed from the incorrect ad group, use negatives to force Google to show the correct ad

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The Reminders

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When Adding Negatives, Consider: • Lists • Root words • Organization


Learn More About AdWords

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PPC training, tools, and community

CertifiedKnowledge.org

@bgTheory

INSERT BRADS SLIDES HERE

• INSERT BRAD’S SLIDES HERE


Sounds great but

how do I actually

DO this??

WordStream’s PPC Advisor

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Simple Easy-to-use

interface, requiring

near-zero training

20 Minute PPC Work

Week tells you what

to do to improve your

campaigns.

Envelops Google

AdWords & Bing

interface

Familiar

Smart

Challenges of Keyword Expansion

• Time Consuming: Potentially thousands or even

millions of search queries.

• Can Be Tricky:

– Is the new keyword idea is worth adding?

– Where? Will it cause any problems?

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vs. Keyword Expansion in WordStream

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Challenges of Negative Keyword Expansion

• Time Consuming: Again, potentially thousands or

even millions of search queries.

• Reactive Strategy vs. Proactive Negative

Keyword Research:

– SQR data mining is reactive – the damage is already

done.

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vs. Negative Keyword Research in WordStream

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What if I Need

More Power?

QueryStream™ From WordStream!

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INSERT BRADS SLIDES HERE

• INSERT BRAD’S SLIDES HERE


How Much Query

Optimization is

Enough??

• Baseline your performance

• A free, instant PPC audit in under a minute!

• Grades your AdWords account performance based on the 8 PPC metrics that really matter

• Compares how you’re doing against other accounts of similar size (monthly spend)

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Find Out! http://www.wordstream.com/google-adwords

www.wordstream.com/google-adwords

http://www.wordstream.com/google-adwords




What will you learn? http://www.wordstream.com/google-adwords


















The 20 Minute PPC Work Week!

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Impactful Expert guidance and

workflow gets you on

the path to success

We do 1000 man

hours of analysis on

your account every

week so you don’t

have to.

Easy to use tools and

workflow. We do all

the heavy lifting!

Easy

Smart

Path To Success – The 20 Minute PPC Work Week


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Check Bids & Budgets (Minute 0-1)

Review Costly Keywords (Minutes 2-4)

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Summary: How PPC Advisor Enables Search

Query Analysis

• Powerful Tools do the SQR analysis and give you

the best suggestions

• AdWords Grader tells you how you’re doing

• The 20 minute PPC Work Week, provides workflow

for managing AdWords accounts, including SQR

maintenance

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Poll Question 3

• Question 1: Would you like a personalized demo to

see how the 20 Minute PPC work week can work for

you?

– Yes.

– No thank you. I’d prefer to work +40 hours / week on

PPC :)

• Question 1: Are you interested in a 2 week free trial

of Certified Knowledge AdWords Training & Tools?

– Yes.

– No thank you

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Your Questions

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Thank you for attending: Unlocking the Power of Your AdWords

Search Query Report #ppcsqr

Benchmark your account today!


Sign up for our Free Trial of WordStream PPC Advisor:

http://www.wordstream.com/ppc-free-trial

Sign up for our 2 week free trial of Certified Knowledge AdWords Training & Tools:

http://certifiedknowledge.org/wordstream-special/

Or contact us directly: Larry Kim

[email protected]

http://twitter.com/larrykim













mailto:[email protected]

http://twitter.com/larrykim

Technology

Webinar: Unlocking the Power of Your AdWords Search Query Report