Webinar:Unlocking the Power of YourAdWords Search QueryReportLarry Kim, WordStreamBrad Geddes, Certified KnowledgeNovember...
Today’s Agenda• Keywords, Search Queries and the Search Query  Report• Strategies for Reviewing your Search Query Report• ...
Take Part in Live Blogging on Twitter / Google+•   Include the hashtag #ppcsqr in your Google+ status    updates,Twitter t...
Speaker Introductions• Larry Kim   – Founder, CTO, WordStream, Inc.   – Today we’re an industry-leading provider of a     ...
Let’s learn a little about you….                         CONFIDENTIAL – DO NOT DISTRIBUTE   5
Poll Question 1: How much time do you spenddoing PPC work every week?a) Im supposed to do work in my PPC account every   w...
Poll Question 2: Do you mine your Search QueryReport Data?a) No. What’s a search query report?b) I tried but it was too co...
Brad Geddes & Certified Knowledge                                 PPC training, tools, and community                      ...
SEARCH QUERIES:               THE BASICS@bgTheory
Your Keywords     A keyword is a suggestion to Google for which search queries your ad should     be displayed based upon ...
The Actual Search QueryThe Search Queryis what the useractually typedinto the engine.11    @bgTheory                      ...
The Search Query May Not Be the Keyword Your Match Type determines how closely related your keyword can be to the search q...
Why This Matters…     • Search Query Optimization can:       – Increase Your CTR       – Increase Your Conversion Rates   ...
SEARCH QUERIES:            WORKING WITH THE DATA@bgTheory
Best With Conversion TrackingConversion tracking allows you to see exactly what keyword and queries lead to sales.15     @...
Finding Search Query Data     You can navigate to the search query data on the keywords tab.16    @bgTheory               ...
The Search Query Data     The search query data shows you exactly what someone typed into Google.17      @bgTheory        ...
“Other Terms”       If ‘Other Terms’ is a lot of       data; you can narrow down       the timeframe to see more       sea...
Filtering the Data     Filter the data to only see terms that have not been added or excluded yet.19   @bgTheory          ...
SQRs That Convert But Aren’t in Account         First look for queries that convert but are not yet in the account.       ...
Adding SQRs to Ad Groups     It is easy to add search queries as keywords to your ad groups.21       @bgTheory            ...
Words Above Target CPA     Filter for words that are above your target CPA.     These words should be made negatives, or k...
Sometimes You Need to Get Dirty With Excel           If you see commonalities among words, examine the ‘root word’ with   ...
The SQR Workflow24   @bgTheory                      Copyright Certified Knowledge
Not Enough Data – Use GA     Google Analytics allows you to     create goals based upon time     on site or pages per visi...
GA – Matched Search Queries     You can also see search query data in Google Analytics.     Filter by visits and goal valu...
Key Points     • Search Queries are what was actually typed       into the search engine     • When search queries lead to...
NEGATIVES KEYWORDS@bgTheory
Negative Keywords     Negative keywords stop ads from being displayed29       @bgTheory                                   ...
Where Can You Use Negatives?     Ad Group negatives affect only the keywords in that ad group.     Campaign negatives affe...
Problem: Adding The Same Negatives                 to Every Ad Group     If you only add negatives at the ad group level, ...
Solution: Campaign Negative Keywords     If you don’t want to show for a word at all, then make it a campaign negative.32 ...
Problem: Having Thousands of Campaign      Negatives The Same in Every Campaign     If you have a large account,     anoth...
Solution: Negative Keyword Lists     With campaign negative lists. You can add a list to multiple campaigns, and then     ...
Problem: Not Adding ‘Root Words’       cardinal gates single rail baby gate           evenflor stair ways baby gate      k...
Problem: Multiple Ad Groups Show for                  the Same Query If the same query shows for more than one ad group; y...
Problem: What Ad Group Shows?                             Query: Cheap VPS website hosting                                ...
Solution: Shape Queries with Negatives                               Campaign                   Website     Cheap         ...
Negative Keyword Conflicts     Bing has a nice report called ‘Negative Keyword Conflicts’ that will show you     when your...
Key Points     • Negative keywords stop ads from being       displayed     • When a search query leads to spend, but no   ...
The Reminders     When Adding Negatives, Consider:     • Lists     • Root words     • Organization41      @bgTheory       ...
Learn More About AdWords                   PPC training, tools, and community       CertifiedKnowledge.org                ...
INSERT BRADS SLIDES HERE                        Sounds• INSERT BRAD’S SLIDES HERE  great but                     how do I ...
WordStream’s PPC Advisor                Easy-to-use   Simple       interface, requiring                near-zero training ...
Challenges of Keyword Expansion• Time Consuming: Potentially thousands or even  millions of search queries.• Can Be Tricky...
vs. Keyword Expansion in WordStream                                      46
Challenges of Negative Keyword Expansion• Time Consuming: Again, potentially thousands or  even millions of search queries...
vs. Negative Keyword Research in WordStream                                              48
What if I NeedMore Power?
QueryStream™ From WordStream!                                50
INSERT BRADS SLIDES HERE                        How                          Much Query• INSERT BRAD’S SLIDES HERE        ...
Find Out!      http://www.wordstream.com/google-adwords•    Baseline your performance•    A free, instant PPC audit in    ...
What will you learn? http://www.wordstream.com/google-adwordswww.wordstream.com/google-adwords                            ...
What will you learn? http://www.wordstream.com/google-adwordswww.wordstream.com/google-adwords                            ...
What will you learn? http://www.wordstream.com/google-adwordswww.wordstream.com/google-adwords                            ...
The 20 Minute PPC Work Week!                Expert guidance andImpactful       workflow gets you on                the pat...
Path To Success – The 20 Minute PPC Work Week                                CONFIDENTIAL – DO NOT DISTRIBUTE   57
58
Check Bids & Budgets (Minute 0-1)
Review Costly Keywords (Minutes 2-4)                                       60
Summary: How PPC Advisor Enables SearchQuery Analysis• Powerful Tools do the SQR analysis and give you  the best suggestio...
Poll Question 3• Question 1: Would you like a personalized demo to  see how the 20 Minute PPC work week can work for  you?...
Your Questions Thank you for attending: Unlocking the Power of Your AdWords Search Query Report #ppcsqr Benchmark your acc...
Upcoming SlideShare
Loading in …5
×

Webinar: Unlocking the Power of Your AdWords Search Query Report

1,502
-1

Published on

For more information, visit: http://www.wordstream.com

Are you making the most of your search query report? Your AdWords search query report contains a wealth of information that you can use to improve the effectiveness of your PPC campaigns – while cutting costs for higher ROI.

In this new webinar, Unlocking the Power of Your Search Query Report, WordStream Founder Larry Kim and Brad Geddes of Certified Knowledge answer the following questions:

1) What is a Search Query Report and why is it important?
2) What can I learn from my Search Query Report and how will it help me?
3) How do I take action on my Search Query Report to improve results?

Published in: Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,502
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
12
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Webinar: Unlocking the Power of Your AdWords Search Query Report

  1. 1. Webinar:Unlocking the Power of YourAdWords Search QueryReportLarry Kim, WordStreamBrad Geddes, Certified KnowledgeNovember 7, 2012 CONFIDENTIAL – DO NOT DISTRIBUTE 1
  2. 2. Today’s Agenda• Keywords, Search Queries and the Search Query Report• Strategies for Reviewing your Search Query Report• How to use the WordStream PPC Advisor for Keyword Expansion and Negative Keyword Research• Introducing the 20-Minute PPC Work Week 2
  3. 3. Take Part in Live Blogging on Twitter / Google+• Include the hashtag #ppcsqr in your Google+ status updates,Twitter tweets,, etc. 3
  4. 4. Speaker Introductions• Larry Kim – Founder, CTO, WordStream, Inc. – Today we’re an industry-leading provider of a PPC Management Platform and Keyword Research Tools• Brad Geddes – Founder, Certified Knowledge – Author, Advanced Google AdWords 4
  5. 5. Let’s learn a little about you…. CONFIDENTIAL – DO NOT DISTRIBUTE 5
  6. 6. Poll Question 1: How much time do you spenddoing PPC work every week?a) Im supposed to do work in my PPC account every week?b) < 1 hour / weekc) 1-10 hours / weekd) 10-39 hours / weeke) +40 Hours / week - its my full time job! 6
  7. 7. Poll Question 2: Do you mine your Search QueryReport Data?a) No. What’s a search query report?b) I tried but it was too complicated.c) Yes. I periodically check my search query data for keyword optimization ideas, every few months or so.d) Yes. I check my search query data every week! 7
  8. 8. Brad Geddes & Certified Knowledge PPC training, tools, and community CertifiedKnowledge.org8 @bgTheory Copyright Certified Knowledge
  9. 9. SEARCH QUERIES: THE BASICS@bgTheory
  10. 10. Your Keywords A keyword is a suggestion to Google for which search queries your ad should be displayed based upon your match type.10 @bgTheory Copyright Certified Knowledge
  11. 11. The Actual Search QueryThe Search Queryis what the useractually typedinto the engine.11 @bgTheory Copyright Certified Knowledge
  12. 12. The Search Query May Not Be the Keyword Your Match Type determines how closely related your keyword can be to the search query12 @bgTheory Copyright Certified Knowledge
  13. 13. Why This Matters… • Search Query Optimization can: – Increase Your CTR – Increase Your Conversion Rates – Increase Your Quality Scores – Lower Your CPA – Save You Money!13 @bgTheory Copyright Certified Knowledge
  14. 14. SEARCH QUERIES: WORKING WITH THE DATA@bgTheory
  15. 15. Best With Conversion TrackingConversion tracking allows you to see exactly what keyword and queries lead to sales.15 @bgTheory Copyright Certified Knowledge
  16. 16. Finding Search Query Data You can navigate to the search query data on the keywords tab.16 @bgTheory Copyright Certified Knowledge
  17. 17. The Search Query Data The search query data shows you exactly what someone typed into Google.17 @bgTheory Copyright Certified Knowledge
  18. 18. “Other Terms” If ‘Other Terms’ is a lot of data; you can narrow down the timeframe to see more search queries.18 @bgTheory Copyright Certified Knowledge
  19. 19. Filtering the Data Filter the data to only see terms that have not been added or excluded yet.19 @bgTheory Copyright Certified Knowledge
  20. 20. SQRs That Convert But Aren’t in Account First look for queries that convert but are not yet in the account. You will want to add these terms as keywords to your account.20 @bgTheory Copyright Certified Knowledge
  21. 21. Adding SQRs to Ad Groups It is easy to add search queries as keywords to your ad groups.21 @bgTheory Copyright Certified Knowledge
  22. 22. Words Above Target CPA Filter for words that are above your target CPA. These words should be made negatives, or keywords in the ‘correct’ ad group.22 @bgTheory Copyright Certified Knowledge
  23. 23. Sometimes You Need to Get Dirty With Excel If you see commonalities among words, examine the ‘root word’ with simple Excel filtering.23 @bgTheory Copyright Certified Knowledge
  24. 24. The SQR Workflow24 @bgTheory Copyright Certified Knowledge
  25. 25. Not Enough Data – Use GA Google Analytics allows you to create goals based upon time on site or pages per visit. Use these goals to see if the queries are leading to good site interaction.25 @bgTheory Copyright Certified Knowledge
  26. 26. GA – Matched Search Queries You can also see search query data in Google Analytics. Filter by visits and goal values to find poor converting queries.26 @bgTheory Copyright Certified Knowledge
  27. 27. Key Points • Search Queries are what was actually typed into the search engine • When search queries lead to conversions, make sure they are keywords • When search queries lead to wasted spend, then block them with negative keywords27 @bgTheory Copyright Certified Knowledge
  28. 28. NEGATIVES KEYWORDS@bgTheory
  29. 29. Negative Keywords Negative keywords stop ads from being displayed29 @bgTheory Copyright Certified Knowledge
  30. 30. Where Can You Use Negatives? Ad Group negatives affect only the keywords in that ad group. Campaign negatives affect all keywords in that campaign. Negative lists affect every campaign where the list is applied.30 @bgTheory Copyright Certified Knowledge
  31. 31. Problem: Adding The Same Negatives to Every Ad Group If you only add negatives at the ad group level, you will end up with many duplicate negative keywords.31 @bgTheory Copyright Certified Knowledge
  32. 32. Solution: Campaign Negative Keywords If you don’t want to show for a word at all, then make it a campaign negative.32 @bgTheory Copyright Certified Knowledge
  33. 33. Problem: Having Thousands of Campaign Negatives The Same in Every Campaign If you have a large account, another issue is having the same negative keywords in many campaigns. This is very hard to track and organize.33 @bgTheory Copyright Certified Knowledge
  34. 34. Solution: Negative Keyword Lists With campaign negative lists. You can add a list to multiple campaigns, and then every time you add a negative to the list, it will automatically be applied to every campaign where the list is used.34 @bgTheory Copyright Certified Knowledge
  35. 35. Problem: Not Adding ‘Root Words’ cardinal gates single rail baby gate evenflor stair ways baby gate kidco two rail baby gate cardinal gates single rail baby gates evenflor stair ways baby gates kidco two rail baby gates cardinal gates single rail infant gate evenflor stair ways infant gate kidco two rail infant gate cardinal gates single rail infant gates evenflor stair ways infant gates kidco two rail infant gates cardinal gates single rail kid gate evenflor stair ways kid gate kidco two rail kid gate cardinal gates single rail kid gates evenflor stair ways kid gates kidco two rail kid gates cardinal gates stair baby gate evenflor stairways baby gate lascal single rail baby gate cardinal gates stair baby gates evenflor stairways baby gates lascal single rail baby gates cardinal gates stair infant gate cardinal gates stair infant gates Solution: Add Root Words: evenflor stairways infant gate evenflor stairways infant gates lascal single rail infant gate lascal single rail infant gates • Baby cardinal gates stair kid gate evenflor stairways kid gate lascal single rail kid gate cardinal gates stair kid gates evenflor stairways kid gates lascal single rail kid gates cardinal gates stair ways baby gate evenflor two rail baby gate lascal stair baby gate • Babies cardinal gates stair ways baby gates evenflor two rail baby gates lascal stair baby gates cardinal gates stair ways infant gate evenflor two rail infant gate lascal stair infant gate cardinal gates stair ways infant gates evenflor two rail infant gates lascal stair infant gates • Child cardinal gates stair ways kid gate evenflor two rail kid gate lascal stair kid gate cardinal gates stair ways kid gates evenflor two rail kid gates lascal stair kid gates cardinal gates stairways baby gate kidco single rail baby gate lascal stair ways baby gate • Children cardinal gates stairways baby gates kidco single rail baby gates lascal stair ways baby gates cardinal gates stairways infant gate kidco single rail infant gate lascal stair ways infant gate cardinal gates stairways infant gates kidco single rail infant gates lascal stair ways infant gates • Infant cardinal gates stairways kid gate kidco single rail kid gate lascal stair ways kid gate cardinal gates stairways kid gates kidco single rail kid gates lascal stair ways kid gates cardinal gates two rail baby gate kidco stair baby gate lascal stairways baby gate • Infants cardinal gates two rail baby gates kidco stair baby gates lascal stairways baby gates cardinal gates two rail infant gate kidco stair infant gate lascal stairways infant gate cardinal gates two rail infant gates kidco stair infant gates lascal stairways infant gates cardinal gates two rail kid gate kidco stair kid gate lascal stairways kid gate cardinal gates two rail kid gates kidco stair kid gates lascal stairways kid gates evenflor single rail baby gate kidco stair ways baby gate lascal two rail baby gate evenflor single rail baby gates kidco stair ways baby gates lascal two rail baby gates evenflor single rail infant gate kidco stair ways infant gate lascal two rail infant gate evenflor single rail infant gates kidco stair ways infant gates lascal two rail infant gates evenflor single rail kid gate kidco stair ways kid gate lascal two rail kid gate evenflor single rail kid gates kidco stair ways kid gates lascal two rail kid gates evenflor stair baby gate kidco stairways baby gate north states single rail baby gate evenflor stair baby gates kidco stairways baby gates north states single rail baby gates evenflor stair infant gate kidco stairways infant gate north states single rail infant gate evenflor stair infant gates kidco stairways infant gates north states single rail infant gates evenflor stair kid gate kidco stairways kid gate north states single rail kid gate If you don’t want to show for any variation of a query, use the root word in the query. evenflor stair kid gates kidco stairways kid gates north states single rail kid gates35 @bgTheory Copyright Certified Knowledge
  36. 36. Problem: Multiple Ad Groups Show for the Same Query If the same query shows for more than one ad group; you have lost control of the ad serving. This will usually lower your CTRs and conversion rates as the wrong ad and landing page will be displayed.36 @bgTheory Copyright Certified Knowledge
  37. 37. Problem: What Ad Group Shows? Query: Cheap VPS website hosting Campaign Website VPS Cheap Hosting Hosting Hosting Hosting Even with good keyword organization, Google may show your ad from multiple ad groups.37 @bgTheory Copyright Certified Knowledge
  38. 38. Solution: Shape Queries with Negatives Campaign Website Cheap VPS Cheap VPS Hosting Hosting Hosting Hosting Hosting -cheap -cheap -VPS -cheap -VPS -VPS Using negatives to force Google to show the correct ad, will raise your -website CTRs and conversion rates.38 @bgTheory Copyright Certified Knowledge
  39. 39. Negative Keyword Conflicts Bing has a nice report called ‘Negative Keyword Conflicts’ that will show you when your negatives and positives are conflicting and stopping your ads from being displayed.39 @bgTheory Copyright Certified Knowledge
  40. 40. Key Points • Negative keywords stop ads from being displayed • When a search query leads to spend, but no conversions, then block it • When a search query is being displayed from the incorrect ad group, use negatives to force Google to show the correct ad40 @bgTheory Copyright Certified Knowledge
  41. 41. The Reminders When Adding Negatives, Consider: • Lists • Root words • Organization41 @bgTheory Copyright Certified Knowledge
  42. 42. Learn More About AdWords PPC training, tools, and community CertifiedKnowledge.org @bgTheory42 @bgTheory Copyright Certified Knowledge
  43. 43. INSERT BRADS SLIDES HERE Sounds• INSERT BRAD’S SLIDES HERE great but how do I actually DO this?? CONFIDENTIAL – DO NOT DISTRIBUTE 43
  44. 44. WordStream’s PPC Advisor Easy-to-use Simple interface, requiring near-zero training Envelops Google Familiar AdWords & Bing interface 20 Minute PPC Work Smart Week tells you what to do to improve your campaigns. 44
  45. 45. Challenges of Keyword Expansion• Time Consuming: Potentially thousands or even millions of search queries.• Can Be Tricky: – Is the new keyword idea is worth adding? – Where? Will it cause any problems? 45
  46. 46. vs. Keyword Expansion in WordStream 46
  47. 47. Challenges of Negative Keyword Expansion• Time Consuming: Again, potentially thousands or even millions of search queries.• Reactive Strategy vs. Proactive Negative Keyword Research: – SQR data mining is reactive – the damage is already done. 47
  48. 48. vs. Negative Keyword Research in WordStream 48
  49. 49. What if I NeedMore Power?
  50. 50. QueryStream™ From WordStream! 50
  51. 51. INSERT BRADS SLIDES HERE How Much Query• INSERT BRAD’S SLIDES HERE Optimization is Enough?? CONFIDENTIAL – DO NOT DISTRIBUTE 51
  52. 52. Find Out! http://www.wordstream.com/google-adwords• Baseline your performance• A free, instant PPC audit in under a minute!• Grades your AdWords account performance based on the 8 PPC metrics that really matter• Compares how you’re doing against other accounts of similar size (monthly spend) www.wordstream.com/google-adwords 52
  53. 53. What will you learn? http://www.wordstream.com/google-adwordswww.wordstream.com/google-adwords CONFIDENTIAL – DO NOT DISTRIBUTE 53
  54. 54. What will you learn? http://www.wordstream.com/google-adwordswww.wordstream.com/google-adwords CONFIDENTIAL – DO NOT DISTRIBUTE 54
  55. 55. What will you learn? http://www.wordstream.com/google-adwordswww.wordstream.com/google-adwords CONFIDENTIAL – DO NOT DISTRIBUTE 55
  56. 56. The 20 Minute PPC Work Week! Expert guidance andImpactful workflow gets you on the path to success Easy to use tools and Easy workflow. We do all the heavy lifting! We do 1000 man Smart hours of analysis on your account every week so you don’t have to. 56
  57. 57. Path To Success – The 20 Minute PPC Work Week CONFIDENTIAL – DO NOT DISTRIBUTE 57
  58. 58. 58
  59. 59. Check Bids & Budgets (Minute 0-1)
  60. 60. Review Costly Keywords (Minutes 2-4) 60
  61. 61. Summary: How PPC Advisor Enables SearchQuery Analysis• Powerful Tools do the SQR analysis and give you the best suggestions• AdWords Grader tells you how you’re doing• The 20 minute PPC Work Week, provides workflow for managing AdWords accounts, including SQR maintenance 61
  62. 62. Poll Question 3• Question 1: Would you like a personalized demo to see how the 20 Minute PPC work week can work for you? – Yes. – No thank you. I’d prefer to work +40 hours / week on PPC :)• Question 1: Are you interested in a 2 week free trial of Certified Knowledge AdWords Training & Tools? – Yes. – No thank you 62
  63. 63. Your Questions Thank you for attending: Unlocking the Power of Your AdWords Search Query Report #ppcsqr Benchmark your account today! http://www.wordstream.com/google-adwords Sign up for our Free Trial of WordStream PPC Advisor: http://www.wordstream.com/ppc-free-trial Sign up for our 2 week free trial of Certified Knowledge AdWords Training & Tools: http://certifiedknowledge.org/wordstream-special/ Or contact us directly: Larry Kim lkim@wordstream.com http://twitter.com/larrykim 63
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×