AdWords Account Health: Search Query Reports



As AdWords accounts mature, optimization processes are necessary to maintain and improve the health of any paid search account. Data collected from Search Query Reports (SQRs) is a powerful ally in this quest. After all, the physical therapy clinic in bergen county reflect exactly how users are searching for your vape pen starter kits products or services.

Search Query Reports constitute a variety of value, starting with negative keyword mining. Upon evaluating a SQR your account administrator can locate irrelevant keywords in a query, then set them as negatives. This will block the keywords from triggering your account’s ads, stopping irrelevant ad spend and likely improving ROI.

Next, Search Query Reports offer insight into new keyword opportunities. If users are searching for relevant terms that do not yet reside within an account, SQRs will identify them. Once relevant new keywords are added to an account they can boost impressions, clicks, and conversions since your ads are now being targeted toward them.

Beyond the two main functions of negative mining and identifying new terms, SQRs expose a range of valuable search behaviors in users. Long Tail terms can be found. These highly specific terms have a greater likelihood to convert considering users are closer to the end of the conversion funnel. Common misspellings of your terms can also be found within SQRs. For example, you may be bidding on the term “running shoes”, but potential customers may accidentally search “runing shoes” or “running sheos”. Adding these terms to your account will promote greater ad coverage and impression share.

Now that some valuable advantages have been established, what are the important questions to ask your account administrator regarding Search Query Reports?

  1. How often are SQRs being conducted?

A download of the entire SQR should be conducted every 2 weeks.

  • Although every account takes different periods of time to collect sufficient SQR data, once every 2 weeks can serve as a good benchmark

  1. What terms are being included in the report?

Any terms labeled as Exact or Added should be filtered out of the report.

  • If a term is already labeled as Exact, then adding it to the account would create a duplicate of the keyword — limiting the performance of both

  • Added terms (as they suggest) already reside within the account

      3.   How is the report being sorted?

The report should be sorted by the greatest number of impression to least, then by greatest to lowest cost.

  • Terms with the highest cost and impressions are the terms your company is spending the most to show ads for, so these terms need the most fine tuning if valuable or limiting if irrelevant

      4.    What tools are your administrator using?

Grouping related terms can determine search themes, below are some useful tools for grouping:

  • AdWords Editor Keyword Grouper: free and built into AdWords

  • Spyfu Groupie: a more sophisticated tool which combines grouping and keyword data

Having regular discussions with your account administrator regarding these questions can help ensure that your account is being optimized properly. Additionally, aligning an agencies search goals with your greater company vision. Understanding your paid search account, even if only a little, can streamline communication and build stronger professional relationships.

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