Search Terms Analysis is a critical component of Google Ads campaign optimization that involves examining the actual queries users type into Google before clicking on your ads. This analysis helps advertisers understand the gap between their targeted keywords and real user search behavior.
When yo…Search Terms Analysis is a critical component of Google Ads campaign optimization that involves examining the actual queries users type into Google before clicking on your ads. This analysis helps advertisers understand the gap between their targeted keywords and real user search behavior.
When you run a Google Ads campaign, you bid on keywords, but users may trigger your ads with variations, related phrases, or completely different search terms depending on your match type settings. The Search Terms Report in Google Ads provides visibility into these actual queries, showing which searches led to impressions and clicks.
The primary benefits of Search Terms Analysis include identifying high-performing queries that convert well, discovering new keyword opportunities you may have overlooked, and finding irrelevant searches that waste your budget. By regularly reviewing this data, advertisers can make informed decisions about campaign adjustments.
Key actions from Search Terms Analysis include adding successful search terms as new keywords to capture more relevant traffic, implementing negative keywords to block unwanted searches, and adjusting match types based on performance patterns. For example, if broad match keywords trigger many irrelevant searches, you might switch to phrase or exact match for better control.
Best practices for Search Terms Analysis involve reviewing the report weekly or bi-weekly, sorting by metrics like conversions, cost, and click-through rate, and looking for patterns rather than individual queries. Focus on terms with significant spend or conversion data to make impactful changes.
The analysis also reveals user intent and language preferences, helping you align ad copy and landing pages with how customers actually search. This alignment improves Quality Score, reduces cost-per-click, and increases conversion rates.
Effective Search Terms Analysis is an ongoing process that refines targeting precision over time, ensuring your advertising budget reaches the most qualified potential customers while minimizing wasted spend on irrelevant traffic.
Search Terms Analysis in Google Ads
What is Search Terms Analysis?
Search Terms Analysis is the process of reviewing the actual search queries that users type into Google which trigger your ads to appear. This is different from keywords, which are the terms you bid on. The Search Terms Report shows you the exact phrases people searched for before clicking on your ad.
Why is Search Terms Analysis Important?
Search Terms Analysis is crucial for several reasons:
1. Budget Efficiency: By identifying irrelevant search terms, you can add them as negative keywords to prevent wasted ad spend on clicks that won't convert.
2. Keyword Discovery: You can find new, relevant search terms that are driving conversions and add them as keywords to your campaigns.
3. Understanding User Intent: The report reveals how users actually search for your products or services, helping you align your messaging with their needs.
4. Quality Score Improvement: By refining your keyword list based on actual search data, you can improve ad relevance and Quality Score.
How Search Terms Analysis Works
To access and use Search Terms Analysis:
1. Navigate to your Google Ads account 2. Go to the Keywords section 3. Click on Search Terms to view the report 4. Review metrics like impressions, clicks, conversions, and cost 5. Add valuable terms as keywords or irrelevant terms as negative keywords
The report shows match type information, helping you understand which keyword triggered each search term.
Key Metrics to Analyze
- Impressions: How often the search term triggered your ad - Clicks: Number of clicks from that search term - CTR: Click-through rate for the search term - Conversions: Actions completed from that search term - Cost: Amount spent on that search term
Exam Tips: Answering Questions on Search Terms Analysis
Tip 1: Remember the distinction between keywords and search terms. Keywords are what advertisers bid on; search terms are what users actually type.
Tip 2: Know that the Search Terms Report is primarily used for two actions: adding new keywords and adding negative keywords.
Tip 3: Understand that broad match keywords will show the most varied search terms, while exact match will show the most limited variety.
Tip 4: When questions ask about reducing wasted spend, the correct answer often involves using the Search Terms Report to identify negative keywords.
Tip 5: Questions about discovering new keyword opportunities typically relate to analyzing high-performing search terms in this report.
Tip 6: Be aware that not all search terms are visible in the report due to privacy thresholds for low-volume queries.
Tip 7: If asked about improving campaign relevance or Quality Score, search terms analysis is a key optimization technique to mention.
Common Exam Scenarios
- An advertiser notices irrelevant clicks: Solution involves reviewing Search Terms Report and adding negative keywords - A campaign has high impressions but low conversions: Analyze search terms to find mismatched user intent - Finding new keyword opportunities: Review converting search terms and add them as keywords