ClickEquations Blog

A Serious Look at Paid Search Marketing Strategies, Tactics & Tools

Query Mining for Gold: An Interview with Josh Dreller

“The traditional view of paid search has been that it’s about keywords and bids. And a lot of PPC management time and attention gets spent on keywords – expanding them, bidding on them, organizing them, et cetera.

But the truth is that keywords are just a means to an end; they’re little magnets sent out there to attract search queries. And if you’re only able to review reports and make decisions at a keyword level, you’re not getting a very accurate or informative picture of what’s really happening in your account – so you’re almost certainly making bad decisions and not optimizing your results.”

search query and keywordThat’s a snipped of the Craig Danuloff’s interview with Josh Dreller, paid search columnist at Search Engine Land and VP at Fuor Digital, on the topic of query mining. He covers a broad range of questions:

  • Where can an SEM pro go to find search query data?
  • Why did you invest so much time into building query reports into ClickEquations?
  • Why do you hate Broad Match so much?
  • I’m supportive of your suggestion of an Include match type. Can you sum up your thoughts on this for the readers?
  • What is the best way to organize search queries to gather insights for optimization?
  • What are some best practices to utilize once you’ve analyzed the query data?

Check out the full article.

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  • I think the way to look at it, is research needs to be done on what keyword will actually pay off. Obviously it does not pay off to spend all your money on a keyword which when people click on it they go straight off the site. I think you need a site designed to reflect a keyword so people can see that what they searched for has actually come up and then they will buy into your site.
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