The most tempting thing to do when your Search Ads launch is of course, go to Google and search terms that would trigger your ad to show up. It’s a simple check and balances right? My marketing agency told me my ads are live, let me search some of the keywords we agreed upon and ensure I have a presence to the audience I am trying to reach. While it seems innocent, I strongly advise against this.
If you are running paid advertising campaigns to boost leads or generate sales, then Conversion Rate is probably a metric you look into frequently. Conversion Rate is telling you how many people saw and clicked your ad against how many people converted. If 10 users clicked my ad, but 5 bought something from my website – my Conversion Rate is 50%. This is a great way to measure campaign efficiency, especially if you are trying to stay within a tight budget and keep your Cost per Conversion low.
Paid search campaigns will undergo many optimizations over time, depending on the length and budget of a campaign, those optimizations could be slight or major to achieve the goal. Search Query Reports are frequently used to make optimizations, but is the power of these reports underrated? Although they are no secret to advertisers, let’s break down some ways a Search Query Report in Google or Bing can be used to connect the dots for your Paid Search campaigns. Perhaps these ideas will change the frequency in which you review these reports with your marketing team.