Monitoring search terms is key for optimizing ads.
Here’s the step-by-step process to use this feature:
1. Access your campaign from the Dashboard.
2. Click on the Campaigns tab in the main menu and select the active campaign you want to analyze.
3. Choose the advertising platform to proceed.
4. Navigate to "Segments" to break down your campaign data. Then, select the campaign type (e.g., search, display).
5. Click on the "Segment" to refine search terms and locate the "Search Terms" for optimization.
Why Monitoring Search Terms is Important?
Identify Relevant Keywords:
By reviewing the search terms, you can see which keywords are bringing in traffic. This helps you understand user intent and adjust your keyword strategy accordingly.
Negative Keywords:
Spot search terms that are not relevant to your campaign and add them as negative keywords to prevent your ads from showing for these searches in the future. This can save budget and improve campaign efficiency.
Performance Insights:
Analyzing search terms provides insights into the performance of your keywords. You can see which terms lead to conversions and which do not, allowing you to focus on high-performing keywords.
Refine Ad Copy:
Understanding the language and terms your audience uses can help you refine your ad copy to better match user intent, potentially increasing your click-through rates (CTR) and conversion rates.
Example Scenario
Suppose you run an online store selling athletic shoes. You might start with broad keywords like "buy shoes" or "athletic shoes."
By monitoring search terms, you might discover that users are specifically searching for "running shoes for flat feet" or "trail running shoes." With this information, you can:
Add specific long-tail keywords to your campaign.
Create targeted ad groups and ad copies for these specific search terms.
Add irrelevant search terms (e.g., "high heels") to your negative keyword list.
Conclusion
Regularly monitoring search terms is a powerful method to ensure your campaign traffic aligns with your marketing goals.
It helps you optimize your keyword strategy, refine ad copy, and ultimately improve the overall performance of your advertising campaigns.