Another day another report.
It’s probably one of the truisms of any senior position that you’ll spend more time and effort drafting and analyzing reports than doing other work. In addition, going through rows and rows of search terms and trying to build a coherent narrative out of it and present it in report form can be exhausting, leaving you with less energy for other tasks.
但是，搜索查询报告（又称搜索术语报告 - 简称SQRS或STR）是找到新广告机会和完善广告活动的关键字列表的好方法。从某种意义上说，它们使营销更加有效，并为您的公司开展更多业务。
With Google being the most popular search engine, using search query reports for Google Ads to improve PPC campaigns will provide the best bang for the buck.
Wondering how? Learn everything there is about the search query report for Google ads as we cover the following:
What is the Search Query Report?
让我们先复习基础知识。搜索查询代表ort isn’t a simple keyword list. It’s a list of search terms used by a significant number of people that lead to your ad being shown. Depending on how you set up keyword matching, the overlap with your keyword list will vary.
This report will show you what your customers were actually looking for when they came across your ad. That’s how you get insight into how your customers search and can build a strategy based on that information. You can even use them to generate ideas for new keywords and even exclude irrelevant ones.
搜索查询代表ort is a necessary part of anyPPC campaign。It can keep the campaign focused, ensuring you’re spending money efficiently and targeting the right people.
Why is the Search Query Report Important?
As we mentioned, SQRs can help you refine your search terms and achiever a greater impact with your ad campaign for less money. To help with that, Google AdWords offers four match types (broad, broad modified, phrase, and exact) to determinehow closely keywords match the search termspeople have entered and triggered your ads.
虽然您认为，尽可能多的关键字排名是一件好事，但事实并非如此。如果您的关键字排名错误，那么您会浪费对您的产品或服务不感兴趣的人的印象，点击和金钱。通过添加负关键字，您可以确保最大程度地利用您在广告系列上花费的资金的价值。
Benefits of Using Google AdWords Search Query Report
The AdWords search term report can be used to identify new high-potential search terms that can be added to the keyword list. In addition, you can add terms that aren’t relevant to your business and add them as negative keywords. You don’t want to accidentally lead uninterested people to your ad and waste your budget. Negative keywords will keep away non-customers, allowing you to optimize your campaign and drive more conversions.
This will also help you identify the optimal match type and keyword combinations that willincrease your click-through rate (CTR)。阻止信息搜索术语并专注于交易量可能是一个很好的福音，并提高您的质量得分。此外，通过了解所有有关搜索术语的信息，即潜在客户在最终点击广告之前输入搜索引擎，您将获得宝贵的洞察力。这将使您能够更好地了解客户的旅程，并制定计划以适应您的整体策略。
Finally, you’ll be able to gain a deeper understanding of your audience and their behavior, which can help you determine long-term business goals. Proper use of AdWords search term reporting allows you to streamline the company’s digital marketing, as well as influence the customer experience.
Where Can You Find the Search Terms Report?
Now let’s explain how you can actually perform an STR. Fortunately, the procedure is very simple, and you’ll be able to do it in no time.
- First, sign in to your Google Ads account.
- Pick a campaign you want to check.
- Click on the Keyword tab in the page menu.
- Click Search terms at the top of the page.
- 现在，您应该查看有关触发印象和点击的搜索术语的信息。
- You can customize your search terms report by clicking the column icon. This will allow you to reorder the metrics, or even add and remove columns.
- 如果要下载数据，只需单击三点图标，然后选择下载。
There you have it; your very own search terms report you can use to compare data or prepare other reports that require this information.
专家提示：这是您在一个地方监视Google Ads广告系列的首选仪表板
To monitor and improve the performance of your Google Ads campaigns, you can spend hours running a variety of reports and compiling selected metrics manually into one dashboard. Or, you can pull all your data automatically into one dashboard with Databox.
You can instantly review all of your campaigns and drill down on important metrics, such as:
- 广告系列概述。Which ads generate the most engagement? Get complete insight into your active Google Ads campaigns and easily track their performance.
- 印象。查看广告在Google或Google Network上显示的总次数，每天，每周，每月，每年或在指定的日期范围内。
- Clicks.Visually monitor the number of clicks your ad receives daily. It helps track this data as it is a good indicator that your ad is compelling and valuable to the people who come across it.
- Cost。How much do I pay for each click on my ads? See the amount you pay on average for each click your ad receives.
- 转换。单击我的广告后，有多少用户完成了所需的操作？了解您的广告点击是否导致用户采取一些理想的操作。
- 每次转换成本（CPC）。How much on average does conversion on my ads cost? See how much you get charged for each desired action taken by a user after coming across your ad.
Now you can benefit from the experience of our Google Ads experts, who have put together aplug-and-play Databox template展示您需要优化Google广告活动的所有关键见解，以进行转换和投资回报率。它可以简单地实现并开始用作独立仪表板或PPC报告中，最重要的是，它是免费的！
您只需单击几下即可轻松设置它 - 无需编码。
要设置仪表板，请按照以下3个简单步骤：
步骤1：Get the template
Step 2:将您的Google Ads帐户与DataBox连接。beplay体育appios
Step 3:Watch your dashboard populate in seconds.
What Is the Difference Between Search Terms and Keywords
While these two terms may seem like basically the same thing, that’s not quite the case. Marketers use keywords to create ad campaigns, while searchers use search terms to find what they need.
Seems simple enough, doesn’t it? Well, that’s because it is. A search term (or query) is the exact word or phrase that someone enters when looking for something in a search engine — “nearby takeout” for example. A keyword, on the other hand, is a word or phrase created by advertisers for specific ad groups and that’s designed to target ads to customers — to continue with the food example above, that could be “healthy meals” or “local delivery”.
然而,这并不意味着营销人员没有use for keywords. Quite to the contrary, they can use these queries to help them find out what (prospective) customers want and fine-tune their campaigns accordingly.
Keywords like “local delivery” and “nearby delivery” could all receive traffic from search queries like “food near me,” “food for delivery,” “local takeout,” “best nearby restaurant that delivers,” “quick takeout,” and so on.
The Four Types of Search Term Matches
When it comes to both keywords and search terms, there are four different types of matches: broad match, broad match modified, phrase match, and exact match. Each of them has its own benefits and drawbacks, so let’s go over them in more detail:
Broad match
This is the default match type for AdWords. Your Ad triggers whenever someone searches for that phrase or something similar — this can include singular and plural forms, misspellings, synonyms, and other related terms.
Pros:You cast as wide a net as possible, hoping to catch as many prospects as you can. You’ll get a high impression value and end up with a lot of search term information that can help you find new keywords.
Cons:Unnecessary traffic. This can waste your budget and increase your workload as you may have to recheck search terms frequently to add negative keywords.
广泛的匹配修改
As its name implies, this is a modified version of the broad match. It still offers high reach, but it gives you more control than you’d otherwise get. You can add terms that must be in the query, allowing you to fine-tune your keywords. Other terms can be included, and the necessary terms don’t have to be present in the listed order. The match is still broad but offers more precision.
Pros:Large volume that’s more targeted than with the regular broad match method.
Cons:Again, similarly to broad match, you’ll still need to perform frequent updates to your keyword list and add negative ones to ensure you’re getting to the right audience.
短语匹配
短语匹配当用户触发广告类型exact phrase or the phrase with other terms surrounding it (before and after it). If your phrase is “local food delivery,” valid matches would include “quick local food delivery” and “local food delivery thai.”
Pros:短语匹配gives you a lot of control over the search query.
Cons:Limited volume, as some people may not type in the words from the phrase in the exact order.
Exact match
This is the most strict and targeted match type. The ad will only appear if the user types in the exact phrase with no additional terms before or after it.
Pros:Excellent targeting. You won’t get any unnecessary traffic.
Cons:Search query reports will be useless, and you won’t be able to uncover new keywords.
How to Use the Search Query Report in Google Ads: 7 Best Practices
您想充分利用工具箱中的每个工具，而搜索查询报告也没有什么不同。以下是一些提示，您可以用来最大化Google Analytics（分析）搜索术语报告的实用性并完善您的PPC广告系列。
1. Find new keywords
By examining the search term report, you’ll find out which words are your prospective customers looking for. Organize the results according to the landing page and figure out if some new terms might be better suited to their own ad groups. If so, you can then shift keywords around between adgroups, maximizing the traffic to the right page.
2. Use negative keywords
跟踪无关的术语，直接到您的页面流量并具有很高的跳出率非常重要。幸运的是，SQR允许您快速识别此类搜索词并将其添加为负关键字，从而确保您不会获得不必要的流量并在此过程中节省金钱。
You can do this for the Ad Group and the Campaign separately or simply add it to the Negative Keyword List.
Once you’ve identified an unwanted term, click on the box next to it and click the “Add as negative keyword” link above.
3. Identify root keywords that aren’t converting
This is similar to negative keywords but deserves a section of its own. You may get question phrases such as “how to prepare thai food” that, while may seem superficially relevant for your Thai restaurant, actually don’t help you get any conversions.
Informational search queries are usually used by people looking for information, not a service. While they may land you a conversion every now and then, they’re usually not worth it in the long run. They’ll be eating through your budget and if they’re not driving conversions, remove them.
4. Compare search terms
And not just close-ranking search terms; compare best- and worst-performing search terms and try to analyze the data you get. This will allow you to optimize for the keywords and terms that are getting you traffic and conversions. Additionally, you’ll be able to identify more negative keywords and exclude them from the campaign.
5.确保您使用正确的匹配类型
By checking out the “Match type” column, you can better understand how keyword match type affects your performance. Search term reports let you check all of the terms that a prospect searched before clicking on your ad. This is an invaluable insight into the consumer journey. It will pay off if you act on it the right way.
6. Download and export the report
Google允许您以各种格式下载搜索词。您甚至可以将其作为电子邮件安排，以确保您定期获得最新信息。您甚至可以使用为PPC广告系列设计的自定义仪表板，以便以简单，清晰且易于理解的方式查看所有数据。
这将确保您始终通知您的广告系列正在发生的事情，并且您不会浪费在没有合适的人的关键字上。
7. Make changes to the website
这是关注客户想要的东西的合理后果。毕竟，您需要对更多的信息采取行动，而不仅仅是修改PPC广告系列本身。根据搜索术语报告构建新的着陆页（或简化旧的旧页面）可能会导致积极的用户参与度并增加ROI。
How Often Should STRs Be Checked?
Since search term reports update in real-time, you may think you need to check them very frequently. However, this isn’t the case. In fact, overusing the report will only distract you from your other duties.
Conducting a search report every 2–4 weeks should be enough for most businesses. You can modify the date range by clicking on the dates at the top right of the campaign screen.
At the very beginning of the campaign, you can check the keywords more frequently. After setting up the keywords, you should check the STRs during the first few days to identify high-and low-performing search terms. Then you can make the necessary modifications.
Use Search Query Reports to Improve Every Aspect of Your Business
There you have it, a comprehensive guide to using search query reports in Google Ads. This information on best practices should help you optimize your PPC campaigns and improve your ROI. If used wisely, STRs can even help you shape your overall digital marketing strategy and brand image. Remember, It’s all about identifying what customers want and adapting to their needs.
If you want to make the whole process easier and save both time and money, you can automate PPC reporting with Databox. Fortunately,18beplay官网
offer fullGoogle广告integration，允许您跟踪所需的所有指标，并将它们整理成易于理解的视觉报告。
我们的Google广告PPC performance templatescan help you learn:
- 您应该为Google Ads广告系列跟踪哪些指标？
- How to measure click-through rate for all of your ad groups.
- How to track keyword-level clicks on your ads.
And there’s more!
深度整合将让你跟踪一切from impressions, clicks, conversions, keywords, and search terms to engagement by ad, group, or campaign… and that’s not an exhaustive list.
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