Using Search Term Report for Negative Keywords: Part 1 & 2 [66, 67]

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SEARCH TERM REPORT

Negative keywords should be part of your optimization schedule, is the most important thing to focus on as an optimization technique.

Search Engine Report can be your primary tool for finding out negative keyword ideas - it is historical data.



EXAMPLE FOR POPPIN

Notice all these dinosaur office chair searches. Don't even know what that is. Note this down to investigate.

  • Let's say we want to add Dinosaur as Negative bc we don't sell it *at all*
    • 1.) What Match Type do we want to add it as?
    • 2.) What Level? Campaign, Negative, or NK List?
  • We can select all (14) and add them all, but we don't need to do that >>>
    • How does Google treat Negative Broad Match. It means that whenever dinosaur shows up, at any level that has that applied to it, the search term will not trigger the ad. 

  • Make sure you mark it as "excluded" so you can check your work. Otherwise it'll keep it at "none"/

REAL EXAMPLE OVERVIEW



STEP 1: CREATE A FILTER TO SEE SEARCH TERMS WITH 100+ CLICKS
    • Don't pay attention to search terms with too few clicks. It's not enough to assess if its profitable to you.
    • He recommends only looking at Search Terms that have 100 Clicks.
      • You need fewer keywords if you have less budget.
        • $10-$50 a day, don't have more than 10-15 keywords. 
        • That way you get to the point where your Search Terms have 100 clicks much much faster, and then yous start making the account better faster. 
    • You really want to find search terms that should look good on the surface, but they don't convert, so you want to knock those out. Sometimes you think they are a good click, but they aren't profitable. 
  • Example Of What You Might Find:
    • Let's say you're Poppin and you sell desk chairs. However, you've found that the search desk chairs without any modifiers is just too broad. They find after 100 clicks, it never converts, bc its just too broad. It converts better when its rolling desk chairs, executive desk chairs, leather desk chairs.
    • Or, you may want to try to reduce the bid. So many there's 100 clicks, and 2 conversions - so it can convert, so don't remove it, and instead maybe adjust its bid or write a better ad. 
  • How To Evaluate Every Keyword
    • *From the context of Profit*
    • We need to know what the ROAS needs to be in order to be profitable. 
    • Say we know in order to be profitable, we have to make sure our Conversions are costing us no more than $80/submission.
    • Conversion: A successful form submission on any contact form.

STEP 1: WHICH TERMS ARE COSTING THE MOST MONEY

  • We are looking at which terms have gotten over 100 clicks, and the conversion has been costing us more than $80. (any more than $80 we aren't profitable.)
    • 1. Credit Repair Services: This one is still performing well, so instead of removing it, we may want to try lowering the bid, and see if that helps us decrease the conversion rate.
    • 2. Equifax Dispute: This is a really poor keyword. 
      • If he added Equifax as a negative, it may be too competitive. But when you see dispute, much more specific telling of that person, and remove that.



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