I’ve got a short but powerful observation for you today which involves the Search Query report. And I THINK it’s something new no one’s really talking about.
But first… You ARE tracking conversion and running the Search Query report at least monthly, right? Good!
(Hint: over 70% of the AdWords accounts I’ve audited, including many accounts spending $10K+ per month had NOT run this report and had no idea what to do with it… even just running it and staring at it will give most Adwords marketers who’ve been tracking conversions instantaneous ideas for saving money, increasing Quality Scores, and getting more traffic… what are you waiting for?)
Anyway, here’s the simple idea.
When you’ve got broad match running in a relatively high volume adgroup, for example “migraine relief”, the search query report will show you all the queries it’s expanded the keyword to using it’s fuzzy logic (except those which have not yet received a single click).
And you’ll also see the individual click through and conversion rates for each of these fuzzy-logic keywords.
Now, the traditional advice for processing the search query report is to mine it for negative keywords (low performing queries which might be dragging your CTR down on the broad match), and possibly peel and stick under-performing keywords out into their own adgroups so you can write a more specific ad, and possibly a more specific landing page.
But here’s the part people aren’t using.
A lot of the high-click-through longer phrases you’ll find in the report are actually BENEFITS which make for great click through enhancing ad-copy, not only in the adgroup you found them in (in the search query report), but across a good deal of your campaign.
So for example, in the search query report for a broad match bidded phrase like “migraine relief” you might see the following high performing phrases (suppose the average clickthrough on the broad match by itself, as reported in the interface, is 2%)
“natural migraine relief” –> 3.4%
“kill your migraine” –> 5.2%
“herbal migraine supplements” –> 7.2%
(Note: these results are fictitious)
Well, what I’m saying is, start testing ads with all these text benefits in headlines, body copy, and the display URL… FOR THE ORIGINAL ADGROUP AND SEVERAL OTHERS, and you might very well find you’re significantly boosting your click through rate. That’s because the fact people are searching for them represents a desire in and of itself, and the fact they’re clicking on your ad in large number after searching represents the synergy between the search phrase and your general proposition.
For example, we might test a new ad like the following in our original broad match group (excuse me for the overly simplistic illustration– you’ll need to be more creative than I to really make this work but I think you’ll get the point):
Natural Migraine Relief
Herbal Migraine Supplements
to Safely Kill Your Migraine
See where I’m going?
Good, now you go there too!
Hope it helps,
Dr. G 🙂
PS – As a FREE bonus for joining my Hyper-Responsive-Marketing-Club, you’ll get immediate access to my advanced Adwords bonuses AND a FREE copy of Adwords Checkmate AND How to Choose Your Market. (Important Note: The price on the club will be raised on January 1st or when I reach 1,000 active members, whichever comes first, so this is your last chance to lock in the current low rates)
PPS – Tomorrow, my long time weekly mastermind partner Markus Roman is going to release a brand new, never before seen resource for dramatically boosting your click through rate. He’s going to provide a special price for my list through the end of the weekend, so PLEASE watch your email very closely as he can’t provide exceptions for people who email customer service on Monday, etc. (My apologies in advance)