For more information, visit: http://www.wordstream.com Are you making the most of your search query report? Your AdWords search query report contains a wealth of information that you can use to improve the effectiveness of your PPC campaigns – while cutting costs for higher ROI. In this new webinar, Unlocking the Power of Your Search Query Report, WordStream Founder Larry Kim and Brad Geddes of Certified Knowledge answer the following questions: 1) What is a Search Query Report and why is it important? 2) What can I learn from my Search Query Report and how will it help me? 3) How do I take action on my Search Query Report to improve results?

1. Webinar:
Unlocking the Power of Your
AdWords Search Query
Report
Larry Kim, WordStream
Brad Geddes, Certified Knowledge
November 7, 2012
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2. Today’s Agenda
• Keywords, Search Queries and the Search Query
Report
• Strategies for Reviewing your Search Query Report
• How to use the WordStream PPC Advisor for
Keyword Expansion and Negative Keyword Research
• Introducing the 20-Minute PPC Work Week
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3. Take Part in Live Blogging on Twitter / Google+
• Include the hashtag #ppcsqr in your Google+ status
updates,Twitter tweets,, etc.
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4. Speaker Introductions
• Larry Kim
– Founder, CTO, WordStream, Inc.
– Today we’re an industry-leading provider of a
PPC Management Platform and Keyword
Research Tools
• Brad Geddes
– Founder, Certified Knowledge
– Author, Advanced Google AdWords
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5. Let’s learn a little about you….
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6. Poll Question 1: How much time do you spend
doing PPC work every week?
a) I'm supposed to do work in my PPC account every
week?
b) < 1 hour / week
c) 1-10 hours / week
d) 10-39 hours / week
e) +40 Hours / week - it's my full time job!
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7. Poll Question 2: Do you mine your Search Query
Report Data?
a) No. What’s a search query report?
b) I tried but it was too complicated.
c) Yes. I periodically check my search query data for
keyword optimization ideas, every few months or so.
d) Yes. I check my search query data every week!
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8. Brad Geddes & Certified Knowledge
PPC training, tools, and community
CertifiedKnowledge.org
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9. SEARCH QUERIES:
THE BASICS
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10. Your Keywords
A keyword is a suggestion to Google for which search queries your ad should
be displayed based upon your match type.
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11. The Actual Search Query
The Search Query
is what the user
actually typed
into the engine.
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12. The Search Query May Not Be the Keyword
Your Match Type
determines how
closely related your
keyword can be to
the search query
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13. Why This Matters…
• Search Query Optimization can:
– Increase Your CTR
– Increase Your Conversion Rates
– Increase Your Quality Scores
– Lower Your CPA
– Save You Money!
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14. SEARCH QUERIES:
WORKING WITH THE DATA
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15. Best With Conversion Tracking
Conversion tracking allows you to see exactly what keyword and queries lead to sales.
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16. Finding Search Query Data
You can navigate to the search query data on the keywords tab.
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17. The Search Query Data
The search query data shows you exactly what someone typed into Google.
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18. “Other Terms”
If ‘Other Terms’ is a lot of
data; you can narrow down
the timeframe to see more
search queries.
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19. Filtering the Data
Filter the data to only see terms that have not been added or excluded yet.
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20. SQRs That Convert But Aren’t in Account
First look for queries that convert but are not yet in the account.
You will want to add these terms as keywords to your account.
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21. Adding SQRs to Ad Groups
It is easy to add search queries as keywords to your ad groups.
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22. Words Above Target CPA
Filter for words that are above your target CPA.
These words should be made negatives, or keywords in the ‘correct’ ad group.
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23. Sometimes You Need to Get Dirty With Excel
If you see commonalities among words, examine the ‘root word’ with
simple Excel filtering.
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24. The SQR Workflow
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25. Not Enough Data – Use GA
Google Analytics allows you to
create goals based upon time
on site or pages per visit.
Use these goals to see if the
queries are leading to good
site interaction.
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26. GA – Matched Search Queries
You can also see search query data in Google Analytics.
Filter by visits and goal values to find poor converting queries.
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27. Key Points
• Search Queries are what was actually typed
into the search engine
• When search queries lead to conversions,
make sure they are keywords
• When search queries lead to wasted spend,
then block them with negative keywords
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28. NEGATIVES KEYWORDS
@bgTheory

29. Negative Keywords
Negative keywords stop ads from being displayed
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30. Where Can You Use Negatives?
Ad Group negatives affect only the keywords in that ad group.
Campaign negatives affect all keywords in that campaign.
Negative lists affect every campaign where the list is applied.
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31. Problem: Adding The Same Negatives
to Every Ad Group
If you only add negatives at the ad group level, you will end up with
many duplicate negative keywords.
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32. Solution: Campaign Negative Keywords
If you don’t want to show for a word at all, then make it a campaign negative.
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33. Problem: Having Thousands of Campaign
Negatives The Same in Every Campaign
If you have a large account,
another issue is having the
same negative keywords in
many campaigns. This is very
hard to track and organize.
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34. Solution: Negative Keyword Lists
With campaign negative lists. You can add a list to multiple campaigns, and then
every time you add a negative to the list, it will automatically be applied to
every campaign where the list is used.
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35. Problem: Not Adding ‘Root Words’
cardinal gates single rail baby gate evenflor stair ways baby gate kidco two rail baby gate
cardinal gates single rail baby gates evenflor stair ways baby gates kidco two rail baby gates
cardinal gates single rail infant gate evenflor stair ways infant gate kidco two rail infant gate
cardinal gates single rail infant gates evenflor stair ways infant gates kidco two rail infant gates
cardinal gates single rail kid gate evenflor stair ways kid gate kidco two rail kid gate
cardinal gates single rail kid gates evenflor stair ways kid gates kidco two rail kid gates
cardinal gates stair baby gate evenflor stairways baby gate lascal single rail baby gate
cardinal gates stair baby gates evenflor stairways baby gates lascal single rail baby gates
cardinal gates stair infant gate
cardinal gates stair infant gates Solution: Add Root Words:
evenflor stairways infant gate
evenflor stairways infant gates
lascal single rail infant gate
lascal single rail infant gates
• Baby
cardinal gates stair kid gate evenflor stairways kid gate lascal single rail kid gate
cardinal gates stair kid gates evenflor stairways kid gates lascal single rail kid gates
cardinal gates stair ways baby gate evenflor two rail baby gate lascal stair baby gate
• Babies
cardinal gates stair ways baby gates evenflor two rail baby gates lascal stair baby gates
cardinal gates stair ways infant gate evenflor two rail infant gate lascal stair infant gate
cardinal gates stair ways infant gates evenflor two rail infant gates lascal stair infant gates
• Child
cardinal gates stair ways kid gate evenflor two rail kid gate lascal stair kid gate
cardinal gates stair ways kid gates evenflor two rail kid gates lascal stair kid gates
cardinal gates stairways baby gate kidco single rail baby gate lascal stair ways baby gate
• Children
cardinal gates stairways baby gates kidco single rail baby gates lascal stair ways baby gates
cardinal gates stairways infant gate kidco single rail infant gate lascal stair ways infant gate
cardinal gates stairways infant gates kidco single rail infant gates lascal stair ways infant gates
• Infant
cardinal gates stairways kid gate kidco single rail kid gate lascal stair ways kid gate
cardinal gates stairways kid gates kidco single rail kid gates lascal stair ways kid gates
cardinal gates two rail baby gate kidco stair baby gate lascal stairways baby gate
• Infants
cardinal gates two rail baby gates kidco stair baby gates lascal stairways baby gates
cardinal gates two rail infant gate kidco stair infant gate lascal stairways infant gate
cardinal gates two rail infant gates kidco stair infant gates lascal stairways infant gates
cardinal gates two rail kid gate kidco stair kid gate lascal stairways kid gate
cardinal gates two rail kid gates kidco stair kid gates lascal stairways kid gates
evenflor single rail baby gate kidco stair ways baby gate lascal two rail baby gate
evenflor single rail baby gates kidco stair ways baby gates lascal two rail baby gates
evenflor single rail infant gate kidco stair ways infant gate lascal two rail infant gate
evenflor single rail infant gates kidco stair ways infant gates lascal two rail infant gates
evenflor single rail kid gate kidco stair ways kid gate lascal two rail kid gate
evenflor single rail kid gates kidco stair ways kid gates lascal two rail kid gates
evenflor stair baby gate kidco stairways baby gate north states single rail baby gate
evenflor stair baby gates kidco stairways baby gates north states single rail baby gates
evenflor stair infant gate kidco stairways infant gate north states single rail infant gate
evenflor stair infant gates kidco stairways infant gates north states single rail infant gates
evenflor stair kid gate kidco stairways kid gate north states single rail kid gate
If you don’t want to show for any variation of a query, use the root word in the query.
evenflor stair kid gates kidco stairways kid gates north states single rail kid gates
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36. Problem: Multiple Ad Groups Show for
the Same Query
If the same query shows
for more than one ad
group; you have lost
control of the ad serving.
This will usually lower
your CTRs and conversion
rates as the wrong ad and
landing page will be
displayed.
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37. Problem: What Ad Group Shows?
Query: Cheap VPS website hosting
Campaign
Website VPS Cheap
Hosting
Hosting Hosting Hosting
Even with good keyword organization, Google may show your ad from multiple ad groups.
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38. Solution: Shape Queries with Negatives
Campaign
Website Cheap VPS Cheap VPS
Hosting
Hosting Hosting Hosting Hosting
-cheap -cheap -VPS -cheap
-VPS -VPS
Using negatives to force Google to
show the correct ad, will raise your
-website CTRs and conversion rates.
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39. Negative Keyword Conflicts
Bing has a nice report called ‘Negative Keyword Conflicts’ that will show you
when your negatives and positives are conflicting and stopping your ads from
being displayed.
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40. Key Points
• Negative keywords stop ads from being
displayed
• When a search query leads to spend, but no
conversions, then block it
• When a search query is being displayed from
the incorrect ad group, use negatives to force
Google to show the correct ad
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41. The Reminders
When Adding Negatives, Consider:
• Lists
• Root words
• Organization
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42. Learn More About AdWords
PPC training, tools, and community
CertifiedKnowledge.org
@bgTheory
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43. INSERT BRADS SLIDES HERE
Sounds
• INSERT BRAD’S SLIDES HERE great but
how do I actually
DO this??
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44. WordStream’s PPC Advisor
Easy-to-use
Simple interface, requiring
near-zero training
Envelops Google
Familiar AdWords & Bing
interface
20 Minute PPC Work
Smart Week tells you what
to do to improve your
campaigns.
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45. Challenges of Keyword Expansion
• Time Consuming: Potentially thousands or even
millions of search queries.
• Can Be Tricky:
– Is the new keyword idea is worth adding?
– Where? Will it cause any problems?
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46. vs. Keyword Expansion in WordStream
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47. Challenges of Negative Keyword Expansion
• Time Consuming: Again, potentially thousands or
even millions of search queries.
• Reactive Strategy vs. Proactive Negative
Keyword Research:
– SQR data mining is reactive – the damage is already
done.
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48. vs. Negative Keyword Research in WordStream
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49. What if I Need
More Power?

50. QueryStream™ From WordStream!
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51. INSERT BRADS SLIDES HERE
How
Much Query
• INSERT BRAD’S SLIDES HERE
Optimization is
Enough??
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52. Find Out! http://www.wordstream.com/google-adwords
• Baseline your performance
• A free, instant PPC audit in
under a minute!
• Grades your AdWords
account performance based
on the 8 PPC metrics that
really matter
• Compares how you’re doing
against other accounts of
similar size (monthly spend)
www.wordstream.com/google-adwords
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53. What will you learn? http://www.wordstream.com/google-adwords
www.wordstream.com/google-adwords
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54. What will you learn? http://www.wordstream.com/google-adwords
www.wordstream.com/google-adwords
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55. What will you learn? http://www.wordstream.com/google-adwords
www.wordstream.com/google-adwords
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56. The 20 Minute PPC Work Week!
Expert guidance and
Impactful workflow gets you on
the path to success
Easy to use tools and
Easy workflow. We do all
the heavy lifting!
We do 1000 man
Smart hours of analysis on
your account every
week so you don’t
have to.
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57. Path To Success – The 20 Minute PPC Work Week
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58. 58

59. Check Bids & Budgets (Minute 0-1)

60. Review Costly Keywords (Minutes 2-4)
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61. Summary: How PPC Advisor Enables Search
Query Analysis
• Powerful Tools do the SQR analysis and give you
the best suggestions
• AdWords Grader tells you how you’re doing
• The 20 minute PPC Work Week, provides workflow
for managing AdWords accounts, including SQR
maintenance
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62. Poll Question 3
• Question 1: Would you like a personalized demo to
see how the 20 Minute PPC work week can work for
you?
– Yes.
– No thank you. I’d prefer to work +40 hours / week on
PPC :)
• Question 1: Are you interested in a 2 week free trial
of Certified Knowledge AdWords Training & Tools?
– Yes.
– No thank you
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63. Your Questions
Thank you for attending: Unlocking the Power of Your AdWords
Search Query Report #ppcsqr
Benchmark your account today!
http://www.wordstream.com/google-adwords
Sign up for our Free Trial of WordStream PPC Advisor:
http://www.wordstream.com/ppc-free-trial
Sign up for our 2 week free trial of Certified Knowledge AdWords Training & Tools:
http://certifiedknowledge.org/wordstream-special/
Or contact us directly:
Larry Kim
lkim@wordstream.com
http://twitter.com/larrykim
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