Reviewing Search Terms for Cost-Effective Conversions

Objective:

To review search terms within each ad group for cost per conversions that are less than the average for that ad group, using a qualifying factor of two conversions to determine if it’s worth adding as a phrase match keyword.

Key Steps:

1. Go to Google Ads and navigate to the search terms section.
2. Set the time frame to six weeks or about a month and a half.
3. Review search terms by ad group and look for conversion rates that are 100% or less.
4. Identify search terms with two or more conversions and conversion rates below 100%.
5. Check the match type that triggered the search term – if it’s not broad match, you may already have a similar keyword in the ad group.
6. Consider the number of impressions and clicks for each search term – prioritize adding three to five high-performing search terms at a time.
7. Select search terms with the highest click-through rates and significant impressions and clicks for addition as keywords.
8. Add selected search terms as phrase match keywords, ensuring relevance to the ad group and target audience.
9. Monitor the performance of newly added keywords for at least two to four weeks before making further adjustments.

Cautionary Notes:

• Avoid adding search terms with conversion rates above 100% as they may need further optimization.
• Be cautious of search terms that may not align with the goals of the ad group and consider adding them as negative keywords.
• Monitor budget allocation and avoid adding too many keywords at once to prevent budget depletion.

Tips for Efficiency:

• Regularly review search terms every week by ad group to stay updated on performance.
• Prioritize search terms with high conversion rates and relevance to the ad group.
• Consider creating specific landing pages for targeted search terms to enhance user experience.
• Keep track of newly added keywords and their performance for future optimizations.