Unlock Google Ads Success: 5 Tips to Master Search Terms

I’ve discovered that mastering the Google Ads search terms report can revolutionize my targeting strategies, help cut unnecessary costs, and uncover exactly what potential customers are searching for.

You might believe you’ve got the hang of the Google Ads search terms report, but this crucial tool is often overlooked or misapplied. Let me share five personalized tips that can enhance the effectiveness of your campaigns, by using the search terms report effectively.

Keywords vs. Search Terms: A quick refresh

When I speak about keywords and search terms, the distinction can get blurry. Here’s a clear breakdown:

• Keyword: It’s the word or phrase I add to my Search campaign to indicate the types of searches I want my ads to appear beside.
• Search term: This is the actual phrase a user typed into Google that triggered my ad.

My ads appear for a search query and create a search term in my account due to:

• Manually entered keywords.
• Keywordless targeting using tools like Shopping Ads, Dynamic Search Ads (DSA), AI Max, or Performance Max.

Which campaign types have a search terms report?

The search terms report isn’t exclusive to Search campaigns; it’s available across various campaign types utilizing search queries:

1. Search Campaigns (can be keyword-based or keywordless via AI Max)
2. Shopping Campaigns (keywordless)
3. Performance Max (keywordless)

All these campaign types enable me to add negative keywords, helping fine-tune the targeting either through keyword lists or specific ad group levels. Regardless of the type, the search terms report remains my primary tool for understanding user intent and how ads align with real searches.

Tip 1: Your search terms have match types, too

Interestingly, every search term also has a match type, distinct from keyword match types. Here’s how I think about it:

• A keyword match type is the rule I set for Google.
• A search term match type reflects Google’s judgment on the alignment of a user query with that rule.

For instance, even if I set a broad match, the triggering search term may be seen as an “exact match close variant.” By exporting the search terms report into a pivot table by match type, I get a clear performance view, aiding in my optimization decisions.

Tip 2: The search terms report isn’t just for adding negatives

A common misstep I see is adding too many negative keywords from the search terms report. It’s important to add irrelevant queries as negatives, but needing to negate over 10% signifies deeper issues. Before jumping into adding negatives, I reassess my targeting strategy:

• Are my keywords too broad?
• Should I consider a narrower match type?
• Is it time to turn off AI Max?
• Do I need to refine my product feed for better matches?

By refining targeting from the outset, the amount of irrelevant traffic—and consequently the need to add negatives—diminishes. It’s crucial to be precise with how I match negative keywords to avoid conflicts.

Tip 3: Customize your search terms report for DSA or AI Max

If I rely on keywordless features like DSA or AI Max, I tweak my report view for comprehensive insights. By selecting the right dropdown options:

• DSA View: Reveals landing pages for each search term, highlighting DSA’s query-page connection.
• AI Max View: Displays landing pages and RSA headlines, helping evaluate the effectiveness of features like URL expansion.

Tip 4: Don’t ignore the “Other Search Terms”

I always pay attention to the “Total: Other search terms” row at the search term report’s bottom. Though these queries are hidden, likely for privacy or low volume, their performance data are insightful. Comparing visible vs. non-visible search term performance guides my targeting adjustments.

• If “other search terms” excel, broadening targeting or employing more broad match keywords or AI Max might be beneficial.
• If they perform poorly, narrowing targeting or using exact match keywords or a stricter strategy like Target CPA could be advantageous.

Tip 5: Analyze your search terms alongside their respective keywords

This simple yet impactful practice involves adding a Keyword column to see the keyword responsible for triggering each search term. If certain keywords frequently lead to irrelevant terms, I consider pausing or replacing them, while elevating effective search terms into distinct keywords.

Get more from your Google Ads campaigns

The search terms report is my gateway into understanding user behavior and preferences. These tips extend beyond mere negative keyword adjustments, empowering me to make precise decisions for optimizing Google Ads campaigns.

This article is part of the Search Engine Land series, “Everything you need to know about Google Ads in less than 3 minutes.” Each edition by Jyll provides insights into Google Ads features for optimal results, all designed for a quick 3-minute read.

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