What if you could know what exactly your customer typed on the Google Search bar that led her/him to your website? The "search terms" report in Google AdWords is an amazing way to do just that.
The search terms report tell you exactly what your customer typed on the Google search bar. The search terms are matched to the keywords you have purchased and a particular ad is shown. If you have conversion tracking set up - you know your customer's journey.
The search term report gives some great insights to change your web content and web marketing approach. Keep in mind that Google data is anonymous at the customer level for privacy reasons. However, the aggregate information available is helpful in understanding the "search intent" of your web visitor. And if you are answering the exact questions that your customers are asking, growing sales is natural.
Once you have generated a search terms report from your AdWords data, here are five questions to ask and move your digital marketing into high gear:
- Early or later part of sales funnel ? The report lets you assess if the searcher is at the early stage of their buying research. If you are a car dealer, general search terms like "pros and cons of convertibles" suggests that the searcher is still deciding whether a convertible car is right for them. In contrast, "red convertible Ford Mustang" suggests that the customer is close to making a decision. You may consider a landing page that has a section on "Why convertible?" and you can provide some guidance to the customer to make a better decision. The web page can lead via links to a) The convertibles in stock b) Other options to consider.
- What kind of keyword match and negative keywords?: Keywords are what you buy and these are matched to the search terms. For example a broad match keyword "convertible" will trigger against the search terms mentioned above. However, your ads will show if someone types "convertible awnings" and these are not customers you are looking for. Having "awnings" as a negative keyword will ensure that your ads don't show to folks who are looking for convertible awnings and not convertible cars.
- Is your ad matching up to the search term? Looking at the search term and the ad that showed gives you a sense of whether the ad is speaking to the search intent of the searcher. Yes you got a visitor from the click but it helps if the search intent and the ad messaging is well aligned.
- What's the landing page corresponding to the search term? The key to lower advertising costs and better SEO ranking is the landing page experience. If the landing page does not answer the search intent of the customer and there is a bounce (i.e. the visitor leaves) your Ad Rank goes down and your ad does not show.
- Which search terms lead to conversion? If you have an e-Commerce website you can identify the search terms that lead to conversions. This can be very helpful in bidding for the particular search terms and adjusting the match types, device types.
To summarize, the search term report gives amazing insight to actual customer behavior. And that can be very useful in your web marketing efforts.