This week, we looked at search terms report and how to adjust your strategy based off the report. For example, if you are looking at your reports and notice traffic entering your cite but not equally reflected with sales, then one strategy that you can use is to decide to get rid of negative keywords that are completely irrelevant to your ad.
Search term reports can be used to see how your ads performed when they are triggered by searches within a search network. As stated before, you can determine how closely actual searches are related to your selected keywords and also identify search terms with the highest potential. Keep in mind that the performance metrics on the search term report may differ from the data in the product groups, since it reports traffic for queries that meet Google’s privacy initiation.
When looking at your search report you will notice two columns, one is the keyword column and the other is the match type column. The keyword column tells you which one of your keywords matches someone’s search term and triggered your ad. This can be useful to help you see your keywords in action by giving you a visual representation on how the are matching to actual searches. The Match type column in your report tells you how closely the search terms that triggered your ads on Google are related to the actual keywords in your account. By determining which match types are working well for which keywords and searches, you can change/improve match types for all your keywords to optimize your campaign and bring in the right customers that are looking for your product or service.
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