A PPC search marketing account consists of campaigns, adgroups, and keywords. From an initial view, it would seem like the keywords are the heart and soul of a campaign. However, that can be very deceiving. Looking at keyword reports, without looking deeper, can prove to be a huge mistake.
Keywords are broken down into various match types. When adding keywords in to a campaign, advertisers can select broad match, phrase match, or exact match for keyword match types. Each match type in an AdWords account has its advantages and disadvantages. Understanding the AdWords match types is crucial to a marketer’s success.
These various matches, despite the broad match headaches, can bring in valuable keywords. Match types capture those long-tail keywords that advertisers missed.
Because of that extensive list of keywords that go un-added to a campaign, there is much more than meets the eye in a campaign. The actual search queries are where the secrets to the campaign lie. The search query is the exact phrase the searcher typed. Not a close match, not a phrase match, but the exact phrase. This is essential data.
The AdWords’ Search Query Performance reporting is where I live and you should too. You can find more details on the Enhanced Search Query Performance reports on the AdWords blog.
By knowing exactly what searchers are typing, Search Query Performance reporting allows a marketer to make critical adjustments to the account. For example, the search queries often reveal unrelated searches. With this valuable detail, advertisers can extend their campaign negative keywords.
Search queries provide answers to the keyword questions. Although keywords are valuable tools, search queries are the details. The “details” is what separates good paid search marketers from great search marketers. Which one are you?
Tags: AdWords, broad match, match type, Pay Per Click, PPC, queries« « AdWords Auction & Quality Score – PPC Video of the week | 3 Steps to Keyword Success – PPC Video of the week » »
