It’s safe to say that the Search terms report is one of the most important tools in our arsenal when it comes to managing AdWords campaigns. Keyword research can only be carried out so far, whereas this report provides us with fresh and applicable data to work with on a regular basis. It’s for this reason that I want to share a quick tip with you on how to get even more value from your Search terms report.
This tip was actually inspired by a situation I encountered myself. Each day I had been looking through the Search terms report of a particular client, and I noticed a trend of irrelevant terms that I’d constantly been adding as negative keywords on a daily basis. Different variations of these terms kept coming through, however, so I decided to investigate further. By clicking on the Columns drop down menu (while viewing the Search terms report) and then selecting Modify Columns… I was able to add the Keyword column found in the Attributes section. With this column now included, I could quickly identify that the client had sneaked a generic keyword into the campaign without informing me, and I hadn’t noticed it. This column shows us which keyword was triggered by the search term and therefore allows us to take action if needed; in this case, I promptly removed the generic keyword.
While you can still get a lot out of the Search terms report without this column activated, I’d still suggest adding it to your accounts to get a fuller picture of what is happening in your account!
I have been managing AdWords accounts for over 8 years now at an international marketing agency level and also as a freelancer. I am very passionate about Google's PPC platform and pretty much anything else that is Google related. My theory in life is to learn something new every day and this community is definitely a good place to do so; I would recommend anyone reading this to stick around as it's an excellent source of information with great people contributing to it.
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