People tend to think of paid search through the lens of keywords: You pick keywords, bid on keywords and figure out which keywords are good and bad.
Searchers, the people you’re trying to reach, don’t type in keywords. They type in search queries. The keywords you purchase and match types you choose, along with your bids and Quality Score, determine how many search queries you get exposed to. The relevance of your text ad determines how many click.
That relationship between search queries, keywords and text ads is one of the truths of paid search. But, analyzing that relationship is actually very cumbersome with most paid search tools. There’s one report for keywords, another for search queries and yet another for text ads. You, the analyst or paid search manager, are left to do the heavy lifting to stitch the pieces together in order to target the right queries with the right message.
Connecting these pieces is a technology problem and one that we at ClickEquations have solved with our latest feature, Keyword Zoom.
Keyword Zoom makes it possible look inside the performance of any keyword and directly manipulate the queries that have driven up cost or lifted revenue and tune the relationship between those queries and specific ad copy.
- 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
You can easily:
- Turn a search query into a new negative keyword so don’t waste money on irrelevant search queries
- Add a search query as a new keyword of any match type to attract more searches like that, boosting sales
- Edit existing ad copy or create new ads or variations to improve the alignment of queries to text ads
“Paid search advertisers bid on keywords but money is actually spent and earned on search queries.” said Craig Danuloff, President. “Keyword management is no longer enough. Only by looking inside the performance of any keyword, and mining search queries to stop ineffective clicks and increase targeting can accounts truly be optimized in today’s competitive and expensive PPC marketplace. Keyword Zoom is the first and only tool that brings keywords, search queries, text ads and detailed analytics data into one screen with editing tools. It’s the best way to target the best prospects with the most relevant message.”
Keyword Zoom is integrated directly into the ClickEquations paid search platform, which enables full reporting, editing, optimization and automation of PPC campaigns.
Watch this video to see Keyword Zoom in action: