The document discusses search engine marketing and optimization. It notes that most advertisers see very little of their actual search terms, with most hidden in "other search terms". It recommends taking two separate optimization approaches - finding new keywords in the search terms report, and doing new term research in tools. It also advises adding many negative keywords, even for terms that seem unlikely, to avoid irrelevant clicks.

1. WITH
Paid Traffic Daily: May 11

2. The biggest misconception
about:
SEARCH TERms

3. Don’t know search terms?
Keyword
What you bid on
Search Term
What triggers your ads
AKA Search Query

4. Think about how broad match
works
Broad Match
Keyword
Glass bottle
Terms I can Appear For
Glass water bottle
Water bottles made of glass
Glass or plastic water bottle
Should baby bottles be
glass or plastic

5. Everybody knows:
Look at your search terms.
Add new negatives.
Add new positives.

6. THIS IS Very likely
People have bad CTR’s and be frustrated
with ROI or CPA
“HOW I’M ALWAYS LOOKING AT MY
SEARCH TERMS!”

7. LET’S DO A QUICK
EXERCISE
Download our search terms report and add
up the impressions

8. surprise
You see very little of your actual search
terms.
Most are hidden in “other search terms”

9. So what to do about it?
There are 2 separate optimization events:
1 task for finding NKW in Search Terms
1 task for doing new term research in tools

10. Add a ton of negatives
Even if you think your term would never trigger
it…JUST ADD THEM.
i.e. bathroom jets
Should add “football” “stadium”
WHY?
Are there bathrooms at jets stadium?

11. Liked what you learned?
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