Tips to Manage PPC Campaigns Without Complete Search Terms Data

Google Search Terms Report is a valuable tool for PPC campaigns. Marketers can see the actual search terms that trigger the ads they have set up. They can also see the keywords that match the search terms whenever a user makes a query. 

One of the features of the Google Ads account is the Search Terms Report feature. Click the “keywords” tab on the left of your Google Ads account. You will find the “Search Terms” option at the top. You can set the dates to see different search terms for various times of the year.

Benefits of Search Terms Report

The report helps advertisers to find keywords that perform well and gives a high ROI. It is also helpful in identifying negative keywords. These are the search terms that users type that are irrelevant to your business. Adding negative keywords can save money for your business and will help in filtering out unqualified leads. Another benefit of the report is that you can find the right match type for your keywords. A digital marketing agency having digital marketing tactics, offering PPC services will help you find the right match type for your keywords.

The report gives you data about the best and worst-performing keywords. You can use this data to optimize search terms and keywords to drive conversions. The Search Terms Report is available for downloads in various formats such as PDF, Google Sheets, and email reports. Advertisers can also schedule emails and find the report in their feed on the day that they want.

Google’s Policy Change

In September 2020, Google announced that the report would only include search terms having a significant volume of queries. Lower volume search terms will not appear in the report from that time. Before this time, advertisers could see search terms with even a single impression. But now, advertisers have less control over understanding what search terms trigger their keywords. Google informed that to fortify the protection of user data and maintain privacy standards, they made this decision.

Some PPC experts believe that the decision was Google’s attempt to limit the power of advertisers at the expense of user privacy. They felt Google was trying to make more money by limiting the control advertisers have in optimizing their keywords. They would have less access to data that has the user’s personal information.

How To Optimize Without Complete Data?

UTM Parameters

UTM Parameters help marketers find where their visitor is coming from. UTM tags provide information about the name, source, medium, content, and keywords, and help track traffic. UTM Parameters allow advertisers to see how the keywords match using Google Analytics and Google Ads Report. Google Analytics has a UTM campaign builder feature. You can use it to build UTM tags and measure the performance of your campaign through Google Analytics. A top digital marketing agency offering PPC services can help you with UTM Parameters. 

Call Tracking

The call recording feature enables advertisers to see whether their call ads are attracting good leads. Advertisers have to turn on the “Save call recordings for 30 days” option in their Google Ads account. They will find the “Call Reporting” section in the Account Settings. Listening to the whole conversation is not necessary. Asking three sets of questions at the beginning of the call helps a lot in segregating new leads. Making sure that the caller is not a previous client should be the first question. If the caller is looking for something else, he is not a lead. Also, if he does not give his name and contact information, he is not a lead. With this data, you can adjust and develop your ad campaigns. This method ensures the accurate calculation of ROI on ad campaigns.

Keyword Tools

Paid tools like SEMrush Keyword Magic Tool help you create a negative keywords list. These paid tools track search terms, websites and maintain databases. However, they will not report data on a search term if the database does not have a particular search term.  Keywords Everywhere give you trend graphs for search terms used. It also provides you with a list of related keywords with its “people also search for” keyword feature. 

Search Term Reports Still Helpful

The Google update should not stop you from making the most of the free tools that Google offers. Although Google will not share many search term data, you can use the available data to optimize your keywords. Not every advertiser consistently researches and adds negative keywords. All is not lost. The Google Search Term Report is still helpful in managing PPC campaigns. 


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