If you’re new to search engine marketing or don’t have a lot of pay-per-click (PPC) advertising experience under your belt, you may not know where to start once your PPC account is up and running. There are a few key tasks you can routinely add to your To Do List to optimize your account that won’t take up mountains of your time, and can help improve and optimize your PPC advertising. These types of optimization techniques can help improve your account’s overall performance, as well as specific metrics such as click-through-rate, impression share, and even number of conversions.
Search Query Reports (SQR’s)
Search query reports provide insight into what search queries triggered your ads. Analyzing your Search performance data via an SQR allows you to find new keywords with high conversion potential to add to your current campaign, and look for search terms to exclude that aren’t relevant to your business (more on this below). This can help you avoid spending money on irrelevant search queries, leaving more funds to focus on areas that are getting you targeted, relevant traffic.
To run an SQR at the campaign or ad group level within the Google AdWords interface, you simply go under the Keywords tab and click ‘All’ under the “Keyword details” drop-down menu. You can look at the data from within the user interface or you can export it to Excel and analyze it that way.