Search queries, the actual words people type vs. the keywords you buy, are a critical and often underused tool in managing paid search as we’ve said on this blog before:
Queries are vital because they can contain insight into the desire or intent of the user. If you sell tennis racquets, for example, and buy the keyword ‘tennis racquet’ (using the standard Broad Match) then your ad might be shown to someone who wants ‘tennis racquet restringing’, or ‘New Prince V14 Tennis Racquet’ or ‘used cheap tennis racquet’ or even someone looking for ‘tennis racquet art’.
Are each of those people relevant to you? Are the ones that are relevant equally relevant? Can you write a single text ad that speaks directly to each of those people and persuades them to click and take action?
We’re tackling all things search queries in our next free webinar, “Master Search Queries to Save Money and Increase Conversions” on Thursday, July 16th at 1:00 EST. We’ll cover:
- What search queries are
- Where to find search queries
- The best way to organize your search queries to identify opportunities to save money and increase conversions
- Actions you should take daily, weekly and monthly to profit from search queries