Finding Buried Treasure: Using Your Keyword Report for Optimization
I realized the other day that I have been giving incomplete
advice. I have been recommending to our clients that they optimize their
campaigns by using their keyword reports to see the terms that have received searches
and use this to “mine” for negative keywords. The mistake I was making was that
I wasn’t showing our users how to go about doing that.
Today, I’ll show you where to access this information in
your account, and how to comb through your data to find opportunities for
keywords and for negative keywords.
To find the report, go to the reports tab in your account:
Next, look for Keyword Report on the page. Click on the
keyword to enter.
This is a campaign for a site that sells events tickets. As
you can see, there is some activity as well as conversions.
However, there is a large spend occurring, which indicates
that there is opportunity to improve the campaign. Also, you can see there are underlined
keywords that may be too untargeted to be helpful. Let’s now use this report to
make those improvements.
The keywords that have received clicks in your campaign will
contain a detailed keyword report. Find this by clicking on each keyword.
Let’s click on “concert ticket.” As you can see, there is
now a column for the searched term. This shows the actual term that was
connected to your keyword.
This is significant because you can determine how targeted
your keyword is, as well as the types of phrases that your visitors are using
to perform a search. You may find some new alternative keywords to add to your campaign.
You know that it’s being used by searchers, so why not use it for your own
I’ve pointed out two examples: “buying concert ticket” and
“buy concert ticket.” I saw this as a repeating pattern in this report, so I
surmised that these might be useful. I then took these and implanted them into
our Keyword Suggestion tool to assess if they supply any traffic. It turns out
that these together received an estimated 100,000 searches in the last month. I
then suggested that the advertiser add these to their campaign as a way to
capture more traffic.
Another good use of the report is to find options for
negative keywords. Comb through your clicks by keyword to see how relevant your
searches are. Here’s an example. This person bid upon the keyword “carrie
underwood.” Here are some of the searches received.
As you can see, these aren’t relevant to their content. If
they still wish to bid on this keyword, they should consider adding terms like
‘bikini” and “married” to their negative keyword list. They could also change
their keyword match to exact or phrase match, or delete the keyword altogether.
The advantage of doing this is to refine your keywords and
control your spending. Negative keywords should be added at the same time as
your regular keywords. This will head off any extraneous spending you might
incur through your keyword strategy.
These are some of the ways that the keyword report can help
you develop and target your ads. Start using these techniques today.