The value of search term report

By 21 November 2022 Google Ads
Drawn image of search terms vs keywords

Even if you are an advertiser, marketing expert, or owner of a business, the importance of the role that Google can play in your marketing strategies cannot be ignored.

Google is the world’s most visited website by a considerable distance, over 5.6 billion searches are processed every day by the search engine giant, and will be one of the leading contributors to your site’s incoming traffic. That is one of the reasons why, finding ways to optimise your visibility is essential and the use of the search terms report feature should be a must. 

The search terms report is a handy feature within Google Ads account that gives us the possibility to see exactly which exact words users are typing in the browser to make your ads appear, and also show how closely those terms are related to the keywords your ads are targeting.

It is very common for people to be confused about keywords and search terms, although they are both entirely different terms. Generally, keywords are phrases or words that advertisers bid on their account. On the other hand, search terms are those phrases or words that trigger the display of a particular ad, even though they were not included in the target.  

Analysing our search term report regularly is a great practice, in this way we can be sure that the advertising budget is not being wasted on irrelevant search queries. Furthermore it is a great way to discover new data and opportunities that you can incorporate into your campaigns. 

What can you achieve with this tool? 

  • Identify optimum keyword match type combinations can be identified from the search terms report. Build new landing pages based on the finding of your search term reports with the objective to establish a positive user engagement and generate better ROIs
  • Identify new search terms with high potential through the use of tracking what other terms users have been searching for, and add this to your keyword list. 
  • Help you build a consistent negative keyword list 
  • Identify the best match type for particular keyword 
  • It can give you a better understanding of your audience and their consumer behaviours, which can have a huge impact in everything from branding to customer relations.
    All this ensures you are allocating your budget properly, and not wasting resources on disinterested customers and low-profit keywords.
Image of what a search term is

How to set up a search term report & order keywords in Google Ads

One thing is to appreciate all the benefits that search term report brings to your account, but the challenge comes when launching and analysing the report.Following the next steps will make it easier to have a simple overview:

  1. Sign in to your Google Ads account. 
  2. Click All campaign in the navigation pane on the left and click keywords in the page menu 
  3. Click search terms from the list under the “Keywords” menu. 

In this view, you will find data on the search terms that have been used by a significant number of users and have triggered impressions and interaction with your ads. 

Something very important is having a good understanding of the “Search” and “Match type” column. The first one tells you which of your keywords matched someone’s search term and triggered your ad. This information can help you to check your current keywords and see how they are matching to actual searches. 

The data in the “keyword” column can be used to improve your keyword list. Here is an example about how you can use the “keyword” column to improve your keyword list. Let’s say you sell City Bicycles, when you look at your search terms report, you will notice that your broad match keyword “City Bikes” triggers your ad to show when a user searches for “Mountain Bikes and Road Bikes ” – Products you don’t sell. So you decide to refine your keyword list to focus on terms and phrases more specific to the products you do offer: City Bikes.    

The “Match type” column will tell you how closely the search terms that triggered your ads on Google are related to the actual keywords in your Account. Checking which match types are working well for which keywords and searches, you can also refine match types for all your keywords to make this more precise.

You can also order the search terms depending on the KPIs that are important for you, this could be impressions, clicks, Conversions and more. Once the search terms are displayed we have the option of adding this term as a target keyword or exclude this as a negative keyword, this can be done at ad group level,  campaign level or account level. 

How often should search terms be Checked?

Checking the Search Term Report constantly could distract us from other duties, the recommendation is to revise this report each 2 – 4 weeks taking into account that the data we see is something that updates in real time and the date range can be easily adjusted by clicking on the dates at the top right of the campaign screen.

Although at the beginning of setting up a campaign, you should pay attention to the search term report during the first few days to identify high and low-performing search terms that can inspire you to make the necessary modifications. 

In need of help?

Understanding the concept of using Google Search Terms Report can be easy, taking the theory into practice is not always easy. There is a lot of work involved, mostly the management needed at the beginning. 

At Hide and Seek we can provide you different services in order to boost your marketing strategy with the guarantee of optimised results that will be delivered in constant communication.  

You can always call, e-mail or visit us whenever you want!



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