3 filters that every account can use
Every PPC advertiser on AdWords or Bing Ads sits on a gold mine of data; Search Query Report (SQR) or Search Terms Report. Using this data appropriately can increase revenue, improve conversion rates, and help you better understand what potential customers are looking for.
Why is the search query report important?
The important thing to remember is that keywords and search queries are different. Keywords tell the search engine when you want your ad to show for a specific query. The keyword “Nike basketball shoes” may trigger your ad to show for queries such as “nike size 13 men’s basketball shoes” or “how Nike makes basketball shoes”.
You can see that a query can be much more specific than a keyword and this allows you to take appropriate action. For the first query about size 13 shoes, you could create a new keyword that would have ad copy specifically mentioning size and direct the person to a size 13 mens Nike shoes page, which would be great. user experience and convert at a higher rate.
For an information query like our second example of how shoes are made, we may choose to enter a negative keyword such as the ad “manufacturing” to not show our ads at all if we are a e-commerce provider who does not wish to sell shoes (although perhaps the Nike brand might wish to bid on this query to educate a potential customer concerned).
How can I find the search query report
The two main keyword-based PPC advertising platforms are AdWords and Bing Ads. To find this information in AdWords, you must be logged in to your account. Click “All Campaigns” in the leftmost navigation (or a specific campaign / ad group to be more specific). Then click on “Keywords”. Finally, click on the “Search Terms” drop-down list at the top and select “Search Terms”.
For Bing Ads, it’s basically the same idea, but you need to click on the “Details” drop-down menu to see your options to see search terms for all keywords or just the ones you selected.
Now that you know how to find the report, what do you do with the information? You can scroll down and simply exclude keywords that are irrelevant. It’s a great way to start and get an intuitive idea of how things are going. But soon you’ll want to dig deeper and this is where filters can really help you isolate the good and the bad.
Filter 1: Find greedy vampire keywords
This filter helps bring up keywords that spend money, but don’t turn into conversions / income. My only caveat with this filter is that you make sure you’re using a long enough period of time that you don’t pause a decent performer just because of some bad luck. Start by giving it at least 30 days of data. The filter criteria are: Cost> $ 0.00 and Conversions
These are keywords that can sound great. You might think they’re relevant and want your ad to show, but the data shows that they are draining the budget and not driving conversions. And even if you think each one individually is a small amount (in the screenshot above the highest cost is only $ 78), you should look at the total row for the filter. It can be hundreds or thousands of dollars.
Filter 2: low relevance keywords
With Quality Score rewarding high CTR with lower costs / better position, it’s important to keep an eye out for low-relevance keywords. The easiest way to locate these keywords is to research keywords with a decent impression count, a solid average position, but a low CTR. So filter for an average position less than 2.5, impressions greater than 100, and sort by CTR from low to high.
I am ignoring the “Bid lower than first page” notice here because the average position is 2.2. I would also keep our converting keyword here, because even with low CTR it offers good feedback. However, the first keyword here with 328 impressions and 0 clicks? It should probably be suspended. A closer look at specific search terms may help find the problem, but it shows you where to dig.
Filter 3: cases requiring their own ad groups
For this you will need to access your Search Terms report. Then configure a filter for below average CPA (each account is different) and conversions above 5. Then sort by top to bottom conversions. It will look like this:
Pay close attention to the Added / Excluded column here as it shows that most of them have already been added as keywords. However, we see one that is not yet and based on performance could benefit from being separated. (for the curious, it’s a spelling mistake)