30 AdWords Tips in 30 Days - Day #1 - See Actual Search Terms
In February, I posted an article on Spring Cleaning your AdWords Account. Now that Spring is officially upon us, I wanted to share 30 AdWords Tips in 30 Days. The Tips will range from introductory/beginner, to a little more advanced - hopefully something for all advertisers.
Tip #1 - See What Queries are Triggering your Ads with the Search Terms Report
If you're using Phrase, Broad, and/or Broad Match Modifier(BMM) as Match Types, chances are, your Keywords are showing for Queries (actual Search Terms that searchers are typing in) that you're not explicity bidding on. Google provides you with a report, inside of your AdWords Account, that shows you most of these Queries (aka Search Terms) called the Search Terms Report.
1. Log into your AdWords Account
2. Click on the Keywords Tab* (main tab navigation)
3. Click on the Details button (right beneath performance graph)
4. Under Search Terms, click All or Selected**
*you can either view for all your Campaigns/Ad Groups, or use the navigation to enter into one Campaign/AdGroup and just see data from that Campaign/Ad Group
**you can view all Keyword data, or select certain Keywords by clicking on the check box next to the Keywords to see data associated with selected Keywords
Why Search Terms are Important
Search Terms are important for two main reasons -
1. You may find that you're matching into Queries that are not relevant to you. If so, consider adding these as Negative Keywords. Adding these as Negative Keywords will help you spend your budget more efficiently, and this could improve your CTRs, which may positively impact Quality Scores.
2. If you see you're matching into Queries that are relevant to your business and perform well for you, consider directly bidding on these Keywords by adding to them to your Account. Adding Keywords directly to your Account vs matching into them via Phrase, Broad, or BMM, will help give you more control over when/how/what Ad Copy serve with these Keywords, and it could result in more efficient Actual CPCs for these Keywords.
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