“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.”
That’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?