Google Ads Search Term Report

Introduction

Hi, I’m Michael Smith, and I’ve been working in digital marketing and SEO for over 10 years. One of the most important aspects of online marketing is understanding your audience’s search behavior. That’s where the Google Ads Search Term Report comes in.

In this article, I’ll take you through the basics of the Search Term Report, how to analyze and optimize it, and share some of my personal experiences and best practices. So let’s dive in!

Curiosities and Interesting Facts

The Search Term Report shows you the actual search terms people have used to trigger your ads, not just the keywords you’ve targeted.
It’s essential for identifying negative keywords, which can save you money by preventing your ads from showing for irrelevant searches.
According to a recent study, the average click-through rate (CTR) for Google Ads is 3.17%, but it can vary widely depending on the industry and ad format.
One of the biggest mistakes advertisers make is not reviewing and optimizing their Search Term Report regularly.

What is the Google Ads Search Term Report?

The Search Term Report is a powerful tool that shows you the specific search queries that triggered your ads, along with data on impressions, clicks, cost, and conversion metrics. It’s available for both Search and Shopping campaigns.

To access the Search Term Report, go to your campaign or ad group, click on the Keywords tab, and then select Search Terms from the drop-down menu.

How to Analyze and Optimize the Search Term Report

Once you have access to the Search Term Report, it’s essential to analyze it regularly to identify opportunities and prevent wasted spend. Here are some key steps:

Sort by cost or conversions to identify the highest- and lowest-performing search terms.
Look for irrelevant or low-quality search terms and add them as negative keywords to prevent your ads from showing for those searches.
Identify high-performing search terms and add them as exact or phrase match keywords to improve ad relevance and increase conversions.
Use the See search terms feature to get more granular data on specific search terms and adjust bids or ad copy accordingly.
Consider adding more specific ad groups or campaigns based on the themes or intent of the search terms.

My Personal Experience

One of my clients was running a Search campaign for a B2B software product, and they were struggling to get enough leads within their budget. When we analyzed their Search Term Report, we found that they were getting a lot of clicks and spend on irrelevant searches like free software and how to code. By adding those as negative keywords, we were able to reduce their cost per conversion by over 50% and generate more qualified leads.

Another client was running a Shopping campaign for a fashion e-commerce site, and they were frustrated by low CTR and conversion rates. By analyzing their Search Term Report, we discovered that they were getting a lot of clicks and spend on searches for cheap or discount versions of their products. We added those as negative keywords and adjusted their ad copy to emphasize quality and style, and their CTR and conversion rates improved significantly.

Expert Quotes

The Search Term Report is one of the most valuable tools in any PPC marketer’s toolbox. It allows you to see the actual language your target audience is using to find your products or services, and adjust your strategy accordingly. Don’t neglect it!
Jessica Bowman, Digital Marketing Manager

FAQs

Q: How often should I review my Search Term Report?

A: It’s recommended to review your Search Term Report at least once a week for new campaigns, and once a month for ongoing campaigns. However, it depends on your budget and goals. If you have a large budget and high traffic, you may need to review it more frequently.

Q: What should I do if I’m not getting enough data in my Search Term Report?

A: If you’re not getting enough data in your Search Term Report, it may be due to low search volume or narrow targeting. Try expanding your keywords or targeting options, or consider using broad match modifiers to capture more relevant searches.

Q: Can I use the Search Term Report for negative keyword research for SEO?

A: While the Search Term Report can provide valuable insights into user search behavior, it’s not recommended to use it as the sole source for negative keyword research for SEO. The data is based on paid search results, which may not always align with organic search behavior or intent.