Download now: How to evaluate your digital campaigns on Google [ebook]
One of the many factors to consider when measuring the performance of these ads is the search terms report . Have you heard about it? Here I tell you list of turks and caicos islands consumer email what it is, how it works, and the advantages of this great tool.
What is the search terms report?
It is a complementary tool to the Keywords tab in Google Ads , and it offers us very valuable information about the searches made by users. The report consists of a list containing the terms that have been used by the people who saw your ad and clicked on it.
It is important to mention that this report is generated according to the keywords and the match type established for your ads. These factors are of utmost importance, since based on them, the report can obtain the level of search relevance and will serve as support to optimize your campaigns.
Before continuing with more detail about the report, it is important to review the difference between keywords and search terms, as well as the types of keyword match. I explain all this below:
Keyword vs Search Term
To better understand the report, it is important to identify the difference between a keyword and a search term.
Search terms are words or sets of words that users have used when searching for certain information.
Keywords are those that you, as an advertiser, have selected when setting up the campaign, so that you can relate your ads to the terms that users are searching for.
Keyword Match Type
Within the report, you will find a column called match type , which is established when the keywords are created. Its purpose is to have greater control over where your ads are triggered in Google searches.
There are 6 match types, which I explain with an example in the following table:
Keyword Symbol Type of concordance Reason for match type
red shirt none Broad Match Ads appear on searches that contain synonyms, misspellings, and other variations
+red shirt +keyword Modified Broad Match Ads appear on searches with close variations (in any order) to the keywords
"red shirt" "keyword" Phrase Match Ads appear on searches with additional words before or after the keywords
[red shirt] [keyword] Exact match Ads appear in search when the term is exactly the same as the keyword
-red shirt -keyword Negative agreement Ads will not appear on searches that display the negative keyword
What are its advantages?
Now that these concepts are clearer, we can explain the report's function. Once the ads are active, with their respective keywords, it is possible to consult the list of search terms to analyze the data generated and, subsequently, measure the impact and performance of the keywords in the ads.
Some of the advantages of this report is that it allows you to improve your list of keywords and discover new search terms with high potential that are used by users and that can be included in your campaign. Likewise, you can identify those search terms that are not relevant to the campaign, and they can be added as negative keywords, in order to avoid investing budget in words that do not add value.
It is highly recommended to frequently review this report, since while Google campaigns are active, new search terms will emerge every day, which will be valuable to analyze to identify those that could add value or, alternatively, discover which ones are affecting the performance of your ads. By doing so, you will be more successful in meeting the objectives of your advertising campaigns.
I hope this article has been useful to you and you can implement some of what you have learned in your campaigns. If you have any questions or comments, please feel free to leave your details and I will be happy to help you.
