Even though we occasionally rail against them, keywords are functionally the center of the paid search universe.
Their selection is the single largest point of control you exercise over your account. They hold the bids the (at least indirectly) impact how much you spend, and probably most importantly (and unfortunately) they’re the level at which clicks and CTR and conversions are reported.
Readers of this blog know we think the action is a level below – where the specific search queries that have been matched to the keywords live, along with the text ad copy that people who execute those queries view and click through.
The belief is that there aren’t good or bad keywords, just queries that are worth more (when matched to the proper ad copy) and queries that are worth less (no matter what ad copy they’re matched with).
This is the reason we were the first paid search platform to offer detailed search query reporting. And even today our ClickEquations still offers by far the most complete and detailed query reporting in the industry.
But it we wanted to take it even further.
Making Search Queries Actionable
In the July release of ClickEquations queries become actionable. We’ve made it possible look inside the performance of any keyword and directly manipulate the queries that have consumed expense or driven revenue and tune the relationship between those queries and specific ad copy.
This is a huge breakthrough, and we call it Keyword Zoom.
To access Keyword Zoom you just double click on any keyword.
This which allows you to see:
- The search queries that the keyword attracted and how each performed.
- The ad copy that was shown to the people who entered these queries.
- Complete performance statistics and metrics for that keyword.
And enables you – easily and in one place – to:
- Turn a search query into a new negative keyword so you never pay for those kind of queries again.
- Turn a search query into a new keyword of any match type to capture more related queries and conversions.
- Edit existing ad copy or create new ads or variations to improve the alignment of queries to text ads.
The Power of Relationships
This is a killer feature because of the way it brings all of these capabilities together into one place and enables a fast and friction-free way to tune the performance of any keyword. You could have theoretically done these things before, but:
- By isolating the search queries from a single keyword, as opposed to presenting the list of all queries in an ad group or even campaign, it’s easier to focus on the implications of those queries to the keyword settings (bid and match type) and to think about how to act upon the query information.
- By making the transformation from search query into either positive or negative keyword a simple two-click operation (assuming you don’t want to customize any options, more of you do but there is power in having that choice) the process we call query-mining stops being a rare effort and becomes a core task in the search management workflow.
- By showing the full query list right next to all the text ads those searchers are seeing, it becomes far easier to reimaging and rewrite ad copy to be vastly more relevant and persuasive. Queries show a diversity and richness that it’s hard to imaging when just looking at or thinking about keywords.
- By showing the ad copy click and conversion performance for each different query you can for the first time see when ads are great for some searchers but poorly targeted at others. Just as keywords usually aren’t really bad or good (because some of the queries they catch are great and other queries matched to that same keyword are wastes) it frequently turns out that ad copy isn’t necessarily all bad or all good either. One text ad may work great for some queries and lousy for others – now you can know this and act accordingly..
What’s happening here is that we’re for the first time exposing a 360-degree view around the keyword, showing how it relates to queries and ad copy and how those each relate to each other. To get a better sense of it, check out this video:
This ability – the view and the fluidity with which it makes changes possible – proves a whole new way to improve your paid search results. We’re very excited to bring you this capability in ClickEquations.