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The search query report is one of the best kept secrets in PPC management.  It is a tool that can be used to really expand and fine tune your account at the same time.  Advertising on terms that are phrase matched or broad matched can be somewhat risky because you do not really know for sure what terms Google will display your ad on.  Boy have we had some funny terms we’ve seen in our client accounts at the agency.

The search query report helps with this – it tells us, for phrase and broad match search terms, the term actually typed in by the visitor.  It shows only those terms that resulted in a click through so you can focus your efforts.

Since its inception, this report had a flaw.  For all the low volume terms, Google would lump them into “Other Unique Queries”.  Sometimes the majority of the traffic seemed to fall into this field.

Not anymore. Google has removed this field and going forward all terms will be displayed in the report.

Here is how I use the Search Query Report.  I like to run this report weekly to be sure to catch all the terms that are costing money.

1. Create a Search Query Report – have it generated automatically on a weekly basis so it is already there for you when you go to work on it.
2. Download the report into a CSV file and open it in excel
3. Sort the Cost column – largest to smallest and work on the top 20 terms every week. Don’t feel compelled to go through every single one.  
4. Create a list of Negative keywords to add and a list of new keywords to add with their ad group.
5. Import the list into Adwords Editor and Post.

Quick.  Easy.  This is a great tool to keep your account fine tuned.

Keep in mind that this information is now available also in the new interface.  However, I am finding that for large campaigns with many ad groups, I can still save some time with using the report itself.  The actionable report within the interface is good for quick spot checks, though.

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How about Both?! 

The best SEO strategy starts with a PPC campaign. 

Why?

No matter how much keyword research you do on the front end, you have no idea, really, which keywords will work for your business.  Which ones bring the most traffic based on your offer? And most importantly, which ones CONVERT?

Running a PPC campaign before you begin your SEO efforts is a surefire way to find out the answers to your most important online marketing questions:  

• How is my target market looking for what I offer?
• What kind of offer will they respond to?

Create your PPC campaigns based on your keyword research and refine them until you have your answers.  Then, take the highest converting, most expensive keywords and optimize your site to rank for these keywords.  This method will save you from optimizing your site from non-converting keywords and will save you money on PPC when you start ranking organically for the expensive keywords.

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