{"id":9123,"date":"2020-09-23T13:53:28","date_gmt":"2020-09-23T19:53:28","guid":{"rendered":"https:\/\/www.topspot.com\/blog\/?p=9123"},"modified":"2021-04-15T12:17:31","modified_gmt":"2021-04-15T18:17:31","slug":"how-to-optimize-your-ppc-program-following-googles-paid-search-query-announcement","status":"publish","type":"post","link":"https:\/\/www.topspotims.com\/blog\/2020\/09\/how-to-optimize-your-ppc-program-following-googles-paid-search-query-announcement\/","title":{"rendered":"What You Need to Know About Google’s Search Query Reporting Update"},"content":{"rendered":"\n

Google’s recent announcement on reducing the availability of search queries may come as a shock, but they’ve announced this type of jolt before. It\u2019s hard to believe it’s been 9 years since Google announced they’d be encrypting organic search phrases and 7 years since <\/a>it <\/a>was rolled out for 100% of all organic queries.<\/a> Throughout the last 9 years, the feeling of uneasiness felt from this change has disappeared as the search industry evolved, and behavioral trend data has filled the void of organic queries.  <\/p>\n\n\n\n

Here’s an excerpt from Google\u2019s announcement regarding removing visibility of paid search queries within Google Ads:<\/p>\n\n\n\n

Changes to the search terms report<\/strong>: We are updating the search terms report to only include terms that were searched by a significant number of users. As a result you may see fewer terms in your report going forward. <\/p>View the Google Support Documentation<\/a><\/cite><\/blockquote>\n\n\n\n

What Does This Mean?<\/h3>\n\n\n\n

As of this month, the search terms report found in Google Ads<\/a> will only include terms that have a significant number of searches tied to them. Meaning, searches that only have one or two clicks may not be shown.<\/p>\n\n\n\n

The amount of search phrases still being shown also varies. While many agencies are reporting around 20 – 28% of all queries not hitting the “significant” mark and being omitted from the search query report, we are seeing this range for our clients anywhere from 30 – 70% based on budget, industry, business type, etc.<\/p>\n\n\n\n

For example, the search term report for the industrial manufacturer<\/a> below is showing 329 searches that resulted in a click for the month of September. <\/p>\n\n\n\n

\"Total<\/a><\/figure><\/div>\n\n\n\n

However, when segmenting the program’s campaigns by click type, we can see that it has received 977 clicks from search queries during that time frame. Meaning, we are only seeing 33.6% of the searches that resulted in a click.<\/p>\n\n\n\n

\"Segmenting<\/a><\/figure><\/div>\n\n\n\n

Visits from Display and Video Campaigns are included in the All Enabled Campaigns data but should be removed when identifying the correct percentage of reported search queries. Segmenting your campaign data by click type will provide the correct number of clicks driven by your Search Campaigns only.<\/p>\n\n\n\n

Seven years ago, we provided 6 ways to understand organic search data<\/a> following the (not provided) announcement. Today, we have laid out how to utilize user behavior, lead data, and additional tools to drive your paid search management strategies<\/a> following Google’s latest announcement.<\/p>\n\n\n\n

How to Keep Your Paid Search Program Finely Tuned Moving Forward<\/h3>\n\n\n\n

Continue to Focus on User Intent<\/strong><\/p>\n\n\n\n

We recently published a blog post on utilizing high-intent keywords to drive high-quality PPC traffic<\/a> where we pointed out that unique search queries can often be the specific, high-intent phrases that give you the most bang for your buck. While we may not be able to see all of them come through now, that doesn’t mean they aren’t still valuable.<\/p>\n\n\n\n

At TopSpot, we utilize the B-SMART Method\u00ae<\/a>  (and have been long before we gave it such a cool name) to build keyword lists for our clients that are focused on high-intent, high-quality keywords.<\/p>\n\n\n\n

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Download our checklist to see how the B-SMART Method\u00ae applies to your business<\/a><\/div>\n<\/div>\n\n\n\n
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Always Utilize Negative Keywords<\/strong><\/p>\n\n\n\n

When building out a paid search keyword list, it is important to place just as much effort on the negative keyword research. Negative keywords exclude your ads from being shown for searches that may be similar to your keywords but not relevant to your business and are the best way to maximize your exposure in the right places without having to stretch your budget.<\/p>\n\n\n\n

For example, if a steel supplier only carried steel bar within a specific size range, traffic for steel bar outside of that range would be irrelevant. An extensive negative keyword list focused on unwanted sizes would prevent the irrelevant traffic, save the supplier money, and free up their team to focus on quoting orders they could fulfill.<\/p>\n\n\n\n

Using Keyword Planners for Negatives:<\/strong> Keyword tools have always shown a preference for broader keywords that show more activity (or significance), which is now in line with the type of searches Google is going to continue to show in their reporting. These tools are a great place to identify where search engines are showing your ads for phrases they feel are relevant that are actually just the opposite.<\/p>\n\n\n\n

In the example below, we used Google’s Keyword Planner to identify recommendations for a business that provides CNC machining services. In doing so, we were able to identify numerous high-volume, high-cost phrases focused around machining equipment that were added to the program as negatives and prevented irrelevant spend.<\/p>\n\n\n\n

\"Using<\/a><\/figure><\/div>\n\n\n\n

The recommended additions based on the original term “CNC Machining” are all machining equipment and not related to the services provided by the business. All of the above recommendations would qualify as appropriate negative keywords.<\/p>\n\n\n\n

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Turn to Your Internal Site Search Data<\/strong><\/p>\n\n\n\n

Another tried and true method of ours is utilizing your website’s internal site search data when researching new keyword opportunities. A website’s internal site search is one of the ways visitors navigate websites today, AND your website visitors are already showing an intent to purchase by being on your site! What people are looking for via this form of navigation is available in your website\u2019s internal site search queries report and is a great place to identify high intent search modifiers. <\/p>\n\n\n\n

If you have internal site search set up on your website, you can find those search terms in Google Analytics<\/a> by going to Behavior > Site Search > Search Terms.  <\/p>\n\n\n\n

Here are some additional resources we’ve written on the importance of internal site search data:<\/p>\n\n\n\n