Another day another report.
A typical trait of any job that requires a lot of experience is that a lot of time will be spent writing and analyzing reports rather than doing other tasks. Additionally, it can be very tiring sifting through numerous search terms to try and construct a cohesive story, particularly when you then have to present this information in a report. This can leave you feeling drained and unable to focus on other tasks.
Search query reports are a way to find new advertising opportunities and to refine keyword lists for ad campaigns. They improve marketing by making it more effective and attracting more customers to your business.
If you want to get the most out of your PPC campaigns, you should focus on improving your search query reports for Google Ads.
What is the Search Query Report?
Let’s go over the basics first. A search query report isn’t a simple keyword list. A list of popular search terms that lead to your ad being shown. The amount of overlap between your keyword list and the text will depend on how you set up keyword matching.
This report provides information on what your customers were looking for when they came across your ad. You can learn about your customers’ search habits to help you form a strategy. The following text can be rephrased to say: These tools can also be used to help generate ideas for new keywords and to eliminate any that are irrelevant.
A search query report is a report that shows the queries that people have used to find your ad. This is important to know so that you can adjust your keyword targeting and ad copy to match what people are actually searching for. An effective campaign can be kept focused by using data, which can help you target the right people and spend money efficiently.
Why is the Search Query Report Important?
SQRs can help you find better search terms to use for your ad campaign, which will give you better results while spending less money. The four-match types that Google AdWords offers are broad, broad modified, phrase, and exact. These match types determine how closely keywords match the search terms people have entered and triggered your ads.
You might think that having your website rank for a large number of keywords would be a good thing, but that’s not necessarily the case. If you’re not ranking for the right keywords, you’re missing out on potential customers who are interested in your product or service. By adding negative keywords, you ensure that your campaign is as effective as possible.
Benefits of Using Google AdWords Search Query Report
The AdWords search term report can be used to identify new search terms with high potential that can be added to the keyword list. You can also add terms that aren’t relevant to your business as negative keywords. You don’t want to use your budget to advertise to people who are not interested in what you’re selling. Adding negative keywords to your campaign will help you to target your ideal customer and avoid wasting ad spend on people who are not interested in your product.
To improve your click-through rate, it is helpful to identify the optimal match type and keyword combination. If you want to improve your quality score, focus on transactional search terms instead of informational ones. You will also get valuable information about the search terms that a prospective customer enters on a search engine before clicking on your ad. You will be able to understand the customer journey better and adapt your overall strategy.
In conclusion, you will be able to obtain a more profound comprehension of your spectators and their conduct, which can support you in deciding future business objectives. You can use AdWords search term reporting to improve your company’s digital marketing and affect the way customers experience your brand.
The Four Types of Search Term Matches
There are four types of matches for both keywords and search terms: broad match, broad match modified, phrase match, and exact match. Each of them has its own benefits and drawbacks, so let’s go over them in more detail:
Broad match
This is the default match type for AdWords. Your ad will appear whenever someone searches for the phrase you specified, or something similar. This can include singular and plural forms, misspellings, synonyms, and other related terms.
The advantage of this approach is that you can reach a large number of potential customers. If you do this, you will give off a good impression and will also get a lot of useful information about what people are searching for. This can help you come up with new keywords.
Cons: Unnecessary traffic. If you don’t carefully add negative keywords to your search terms, you can end up wasting your budget and increasing your workload. You may have to recheck search terms frequently to add negative keywords.
Broad match modified
Broad match modifier will still match your ad to a variety of searches, but it gives you more control by adding a “+” symbol before one or more words in your key phrase. The broad match modifier is a version of the broad match that gives you more control by adding a “+” symbol before one or more words in your key phrase. Although it still provides extensive coverage, it gives you more control than you would have without it. You can specify terms that must be included in the search query, which allows you to target your keywords. Other terms that can be included are: The order of the terms is not important, as long as all the necessary terms are present. The match is still broad but offers more precision.
The advantage of using phrase match is that you can target a larger volume than with the regular broad match method.
If you use broad match, you will still need to update your keyword list often and add negative keywords to make sure you are reaching the right audience.
Phrase match
The phrase match trigger will cause an ad to appear when a user types in the exact phrase or a phrase with other terms surrounding it. If you are looking for local food delivery, valid matches would include “quick local food delivery” and “local food delivery thai.”
One of the advantages of phrase match is that it allows you to have a lot of control over the search query.
One downside of this method is that there is a limited volume, as some people may not type in the words from the phrase in the exact order.
Exact match
This is the most strict and targeted match type. This ad will only appear if the user types in the exact phrase, with no additional terms before or after it.
Pros: Excellent targeting. You won’t get any unnecessary traffic.
One downside to this process is that the search query reports will become inaccurate, so you won’t be able to use them to find new keywords.
What is Modified Broad Match in Google AdWords?
Now that I’ve discussed the three main match types in AdWords, I’d like to focus on Modified Broad Match. Modified broad match is somewhere in between broad match and phrase match in terms of how restrictive it is. If you put a plus sign in front of a word, it means that the word has to be in the search for your ad to show up.
You’re not telling AdWords which keywords to match or in what order, as you would with Broad Match or Phrase Match. This allows you to target a wider audience but in a more intelligent way. Using our example from above, the modified broad match keyword +ping +golf +driver could match the following queries:
- ping golf driver
- how much does a golf driver cost from ping
- new golf driver ping g15
- golf beginners’ best driver ping
- used golf driver ping
You get the picture. A broad match can be helpful, but it can also be too general. Phrase match gives you more control by being more specific, without being too restrictive. You can learn a lot about prospective customers by analyzing the various queries that trigger your ads.
The issue is that the standard reporting in Google Analytics will just demonstrate to you the keywords that set off your promotions (the keywords you are offering on). The reporting will not show the raw queries that triggered your ads. It’s important to look at the individual words that make up a query when you’re using broad match modification, as it can help you improve your targeting, avoid clicks from people who aren’t interested and increase your overall return on investment. Yes, raw query analysis is extremely important.
How To Analyze Modified Broad Match in Google Analytics
Now that we know how important it is to analyze raw queries, how do you find them in your reporting? What are the raw queries that were mapped to the modified broad match keyword? In order to effectively analyze performance and implement changes, you will need both pieces of information. If you use Google Analytics, you can easily find this data by looking at Dimensions and Filtering under AdWords reporting.
AdWords reporting in Google Analytics was changed recently, and several new features were added. One of the new features is the ability to see matched search queries based on the keywords you were targeting. With this feature, you can see which queries your ads were shown for, even if the query did not match your keywords exactly. This allows you to see the actual search queries that are causing your ads to show. You can see what search queries triggered your ads, as well as the modified broad match keywords, by using Dimensions and Filtering. That’s exactly what we want. Let’s dig in.
In Search Of, Raw Search Queries
I’ll show you how to find the search queries that are triggering your ads. These are the queries that are mapped to your modified broad-match keywords. This technique can also be used to analyze standard broad-match keywords, although this will not be discussed below.
1. Access An Ad Group in Google Analytics
Access an ad group that uses modified broad-match keywords. In Google Analytics, click the Traffic Sources tab, then the AdWords tab, click the Campaigns report, click through to a campaign, and then choose an ad group to analyze.
2. Review Your Keywords
After you select an ad group in your report, you will see the various keywords that are driving traffic. After completing this step, you will see a list of modified broad match keywords that have driven traffic, as well as the raw queries that triggered those ads.
3. Dimension Your Keywords by Matched Search Query
Click on the second dropdown in your reporting and select “Matched Search Query.” You can view all of the keywords that triggered your ads by adding a new column to your spreadsheet. If you look at the keywords that your site is ranking for in Google Analytics, you may notice that some of the keywords are listed as modified broad matches. This means that they are close variations of the keyword that you’re actually ranking for. You’re almost there.
4. Filter the Results by Modifying Broad Match Keyword
You can filter your results for a specific modified broad match keyword by selecting it at the bottom of the report. To analyze the data, enter +ping +golf +driver in the filter box at the bottom of the report. This enables you to see all of the raw search queries that are associated with a particular keyword.
This is what you want. For example, to find all the sentences with numbers in them, you could enter: [0-9]+ You can use regular expressions in the filter box by escaping plus signs. For example, to find all sentences with numbers in them, you could enter: [0-9]+ If you want to enter a plus sign as text, you can do so by putting a backslash () before it. To filter by +ping +golf +driver, you would enter those terms in the filter box with a plus sign in front of each one. In addition, you can select a single keyword from the list to view all results for that keyword. Filtering lets you quickly and easily switch between keywords without having to leave the current report.
5. Analyze and Export the Results
You have now finished the first section of your task. You have all of the raw search queries that are associated with a single modified broad match keyword. Awesome. The results of your analysis may lead you to change your ad group’s keywords, add negatives, alter your bidding strategy, or take other corrective action. You can also export your results to Excel for further analysis.
Final Words – Keyword Analysis is Critically Important
Modified broad match is a great option for Google AdWords users who want more control over their keyword matching. This match type allows you to specify which words in your keyword phrase must be present in the search query in order for your ad to show. However, the true power lies in analyzing the revised broad match keywords to identify negative keywords and to find more targeted keywords to bid on. This will enable you to target more precisely and increase your return on investment. I recommend using a modified broad match if you are not already doing so. You will be happy with what you see. You should make sure that you are analyzing the keywords in the same way that I showed you in this tutorial. Now, what about that new ping driver?
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