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Search Marketing

The Whiteclick SEO blog aims to keep you up to date with the latest in the search engine optimisation and marketing industry and the company.

Not running regular search term reports? You could be wasting your AdWords budget on irrelevant clicks…

- Thursday, October 28, 2010

One of the many pitfalls of AdWords campaign management is failing to monitor the actual search terms triggering your adwords ads.

Why?

Because irrelevant search terms could be sucking up your daily budget…You must take action now!

By regularly running search query reports you can reveal new keywords to include in your campaigns and also to identify those pesky irrelevant keywords you should be setting as negatives.

If you’re running broad match keywords in your campaign you’ll see a feature of broad match is the broad-session match keyword. Broad-session match looks at other queries that the user has entered during their current search session to target ads - these queries are marked as "Broad Match (Session-Based)”.

The problem with broad-session match is the lack of control you have over your ad appearing for what Google deems a ‘relevant’ search query in the same user’s session. It’s impossible to plan and exclude every possible search a user may type in during the same session.

Because Google’s mechanism for identifying relevant broad match and broad-session match keywords is far from perfect, it’s vital you keep a close eye on your search query reports and add irrelevant search queries as negative keywords where required. Your vigilance should extend across your entire campaign on a monthly basis at the very least.

Historically, the query match column within the search query report has shown how close a user's search query was (in terms of match type) to an actual keyword in your account. Now you’ll find query match data under the campaign tab within your account.

How can I see the actual search terms used to generate my ads?

  1. Sign in to your AdWords account.
  2. Click the Campaigns tab.
  3. Click the Keywords tab.
  4. Click the See search terms button above your statistics table.
  5. Select All from the menu to analyze the search terms for all your listed keywords. To only see search terms for specific keywords, first select the checkboxes for the keywords you're interested in, then click Select from the menu.

Your search term data appears on the next page. And don’t forget to schedule the report to be sent to your email on a monthly basis.

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