{"id":7382,"date":"2023-12-12T07:56:32","date_gmt":"2023-12-12T07:56:32","guid":{"rendered":"https:\/\/ppcexpo.com\/blog\/?p=7382"},"modified":"2024-01-19T17:05:04","modified_gmt":"2024-01-19T12:05:04","slug":"search-terms-report","status":"publish","type":"post","link":"https:\/\/ppcexpo.com\/blog\/search-terms-report","title":{"rendered":"The Ultimate Search Terms Report For 2024"},"content":{"rendered":"

In pay-per-click\u00a0advertising, your keywords are the foundational blocks on which profits and goals depend. Choosing the right keywords isn\u2019t easy, and guesswork will rarely — if ever — deliver the results you desire. Thankfully, PPCexpo<\/em> has a search terms report that offers the perfect solution.<\/p>\n

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The search terms report from PPCexpo, <\/em>better known as the Search Query Report, <\/em>enables you to discover new keywords with high potential for a positive return on investment (ROI). Furthermore, you can use the search terms report to identify keywords that attract clicks from unqualified users, and then you can add these terms to your negative keywords<\/a> list.<\/p>\n

In this article, we\u2019ll explore the search terms report and its importance of in modern PPC advertising<\/a>.<\/p>\n

What is a Search Term or Search Query?<\/h2>\n

A search term\/search query is the word or string of words that a user types into the search bar in a search engine, such as Google or Bing. Also known as a search term, these queries are the real-world application of a keyword, and as such, they may be out of order or misspelled.<\/p>\n

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If you want to buy men\u2019s jeans online, you can type the search term, men’s jeans, <\/em>into Google. A savvy advertisers will use this same term as a keyword in their Google Ads campaign, and therefore, their ad may appear in the search engine results pages (SERPs) for users like you with this keyword intent<\/a>.<\/p>\n

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In essence, keywords are assumptions about the way we think users perform online searches, while search terms are the reality. With the search terms report, you can find new keywords that are more closely aligned with user intent and how your target audience uses search engines.<\/p>\n

Types of Search Query<\/h2>\n

In the search terms report, you will see that there are four different types of search query:<\/p>\n

Navigational Search Query<\/h3>\n

A navigational query is a search term that a user enters with the intent of finding a particular website or webpage.<\/p>\n

For example, a user may enter “YouTube” into Google instead of simply typing the YouTube URL into the browser navigation bar.<\/p>\n

Informational Search Query<\/h3>\n

An informational search query seeks information about a specific topic, like how to do something.<\/p>\n

For example, you may type \u201cHow to identify problems with your car tires\u201d into Google. This may be just for the information, with no intent to purchase car tires.<\/p>\n

Commercial Search Queries<\/h3>\n

Commercial search queries compare competing products and services, which is usually done before making any purchases.<\/p>\n

For example, someone may search \u201cbest laptops in 2024\u201d<\/em> if they are comparing different products on the market.<\/p>\n

Transactional Search Query<\/h3>\n

A transactional search query is a search term used to complete a transaction, like an online order or purchase. These search terms may include product or brand names, as well as words with purchasing intent, such as buy, purchase, <\/em>or order. <\/em><\/p>\n

For example, if someone searches “buy apple iPhone<\/em>,” we can assume they are interested in buying the product.<\/p>\n

How Google Uses Search Term Analysis<\/h2>\n

If you want to understand Google Ads STRs (Search Term Reports), it\u2019s important to look at the way the Google search engine works.<\/p>\n

Google uses different algorithms for Regression Analysis and Machine Learning applications, which helps it make accurate predictions based on historical data.<\/p>\n

Whenever someone completes a search, the Google algorithm instantly presents a list of paid advertisements that are closely linked to the content and context of the search.<\/p>\n

Below, you can see the\u00a0 Google Search Term analysis dashboard. The terms listed in may differ from those on your keyword list, depending on your keyword matching options.<\/p>\n

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You can assess performance in relation to your match types to figure out the right match type for all of your keywords, ultimately finding a good balance that offers a broad reach, and attracts relevant traffic.<\/p>\n

How did the BERT Update Impact Google Search Queries<\/h2>\n

According to Google, the introduction of BERT<\/a> generated a 15% growth in new search queries. This update takes small stop words (i.e., to, for, in, on) <\/em>into consideration to deliver more optimized results that are closer to the true search intent of the user.<\/p>\n

This development is particularly useful for long-tail queries and voice search, as Google now has a better understanding of context, which means more accurate results. This saves the user time and effort and ensures advertisers reach the most engaged, relevant audience.<\/p>\n

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Learn More: <\/em><\/strong>Google BERT: Top Things You Must Know<\/em><\/strong><\/a><\/p>\n

How the Search Terms Report Helps Advertisers Scale Their PPC Campaigns<\/h2>\n

So, with the search terms report from PPCexpo, <\/em>here are a few ways you can scale your campaigns<\/a>.<\/p>\n