How to Run An Effective Search Query Report in Less Than 15 Minutes
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Transcript of How to Run An Effective Search Query Report in Less Than 15 Minutes
How To Run An Effective Search
Query ReportIn Less Than 15 Minutes
Alaina Thompson– Account Manager at Hanapin
Marketing– Hero Conf London Speaker– Adjunct Instructor at the Kelley
School of Business– Course: The Computer in
Business– PPC Hero Blogger
– @AlainaPThompson#thinkpp
c
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Or use the webinar question box to send us questions.
Live Poll Question #1How long have you been in PPC?#thinkppc
A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
AGENDA1. The Agony of Search Query Reports2. The Solution: Excel Pivot Tables3. Step-By-Step: Creating An SQR Pivot Table4. Limited Spend Example
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THE AGONY OF SEARCH QUERY REPORTS
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Step-By-Step – Creating an SQR Pivot Table
Me After The First Few Search Query Reports I Ever Attempted
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Step-By-Step – Creating an SQR Pivot Table
That’s TOO MANY ROWS! Excel slows WAY down when filtering through thousands of rows.
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Step-By-Step – Creating an SQR Pivot Table
Same Search Query – Two Separate Rows!
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Step-By-Step – Creating an SQR Pivot Table
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Step-By-Step – Creating an SQR Pivot Table
Jake (Juice) Brown
Senior Account Manager
This is his method!
You’re welcome!
The Solution: Excel Pivot Tables
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Step-By-Step – Creating an SQR Pivot Table
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Step-By-Step – Creating an SQR Pivot Table
Benefits of SQRs w/Pivot Tables
The Key To Simplicity
• Aggregates search queries
• Clear and simple Sorting
• Eliminates thousands of rows of scrolling
• Find multiple takeaways from the same set of data
Step-By-Step: Creating an SQR Pivot Table
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Step-By-Step – Creating an SQR Pivot Table
Grab the necessary columns!• Search Term• Match Type• Added/Excluded• Campaign• Ad Group• Keyword• Clicks• Impressions• Conversions or converted clicks• Cost• Total conversion value (for Ecommerce accounts)
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Step-By-Step – Creating an SQR Pivot TableKEYWORD EXPANSION
OR LIMITED SPEND?
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Step-By-Step – Creating an SQR Pivot Table
Do your campaign/ad group names include Brand specification?
Yes? Great!
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Step-By-Step – Creating an SQR Pivot Table
No?No problem.1. Add another
column2. Sort for
branded campaigns/ad groups
3. Label them
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Step-By-Step – Creating an SQR Pivot Table
CTRL + A
Selects All Consecutive
Cells
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Step-By-Step – Creating an SQR Pivot Table
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Step-By-Step – Creating an SQR Pivot Table
Create a Calculated Field Based On Goals: ROAS or CPL
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Step-By-Step – Creating an SQR Pivot Table
Goal Metric
Formula for Metric
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Step-By-Step – Creating an SQR Pivot Table
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Step-By-Step – Creating an SQR Pivot Table
Great ROAS, but it’s unlikely that these search terms will be searched again AND convert at a similar ROAS. Low
impressions = low statistical significance
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Step-By-Step – Creating an SQR Pivot Table
Filter By Value Greater Than 30 (for a site with average traffic levels)
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Step-By-Step – Creating an SQR Pivot Table
Limited Spend Example
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Step-By-Step – Creating an SQR Pivot Table
Find Search Terms that broadly match to your keywords, but DO NOT meet goals
Ex: These search terms do not hit the 200% ROAS threshold
CONCLUSION
24-26 October | etc.venues St Paul’s
HeroConf.com/London/ #HeroConf
Would you like an offer?A. Get an account analysis by the experts at
Hanapin (For accounts spending 20k+/month)
B. No Thanks!
Live Q&A Time!
Thank you for attending our webinar! #thinkppc
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