As we all know Google’s automated features are starting to take over Google Ads to help further develop its machine learning. However, this is at determent to the advertiser so we have listed ways to review your account to avoid falling victim to these changes.
Google’s plans to restrict the amount of terms shown in the search query report is something that has been coming for a while now, soon advertisers will only be able to see search terms that have been searched a significant amount of times. Although negative keyword lists are an important requirement within any Ads account it is now more important than ever.
Google’s reasoning behind this is to help increase user privacy but this means that advertisers are now going to struggle to maintain their clients’ Ads account budget with this lack of visibility.
How can we ensure the right type of traffic?
Using negative keyword lists is certainly not a new idea but with Google’s insistence on pushing its Ai means that implementing these lists is imperative to reduce wasted budget and maintain the quality of traffic.
Below is a list of ways to help you create expansive negative keyword lists:
Yes, Bing Ads may someday follow the likes of Google and push toward reducing the amount keywords advertisers can see, for now you can still review search terms from your Bing Ads campaigns to find negatives.
Also available via Microsoft is its Advertising Intelligence tool, which can be integrated with Excel. This tool is very similar to Keyword Planner in Google Ads and can help you find new terms from up to 200,000 keywords.
Google Search Console
Simply go to Google Search Console or if your Search Console is already linked to your Google Ads you would go to Reports > Predefined > Basic > Paid vs. Organic and you will be able to see the queries that brought in paid and organic search results.
Answer the Public
This tool reviews Google’s suggestions API data and gives you prepositions, questions, comparisons, alphabetical and related keywords that you may not have thought of but often go in conjunction with your keywords.
Finally, historic data can still be as important today as it was then. It may be worth you reviewing older search activity within your account that you may have previously missed.
You can then go and group certain phrases together such as “what does” or “where can” etc. to see if these sorts of terms have brought good performance to your account over time.
If you’re looking for more information or you are looking for help with your business’s current Paid Search strategy we can help. We have 20 years of combined experience in the Digital Marketing business and we’d be happy to share our knowledge.