What Is The Google Adwords Search Term Report And How Often Should You Look At It?

In my opinion, the Google Adwords Search Term Report is the most important reporting section of Google Adwords barring all others. It is the report that allows you to see exactly what people have typed in to Google that has triggered your advertisement to appear and for a visitor to click through to your website.

What Is The Google Adwords Search Term Report And How Often Should You Look At It?

Whilst your keywords are the words that you think you are targeting with Google Adwords to bring people to your website, the Search Term Report shows you the real words that they used to find your website.

Why are they different?

Well, it will all comes down to your keyword matching options. If you are using broad match (not advised) or modified broad match (very much more useful) you will generate clicks through related keywords. The Search Term Report allows you to see which keywords and you can then decide if you would like to add these new keywords, or perhaps even more powerfully, add them to the ‘negative keywords’ list if you don’t want to be spending money for that type of visitor.

By way of an example, if you are looking to generate conveyancing quotations from your website you might have a modified broad match search like this one:

+conveyancing +solicitor

This will mean that your advertisement will be triggered whenever the word conveyancing and solicitor are “googled” in the same search.

Therefore, if someone types in “How do I sue a conveyancing solicitor” or “conveyancing solicitor jobs”, your advertisement will be triggered. If they click on your advertisement you will be charged even though the visitor is not your target lead.

On checking your Search Term Report you would see this and could quickly add ‘jobs’ and ‘sue’ to your negative keywords list so that your advertisements are not triggered whenever anyone includes the word ‘sue’ or ‘jobs’ in their search for a conveyancing solicitor.

You can see why the Adwords Search Term Report becomes such an important thing to check. So, the next question, how often should you check it?

How often should you check your Search Term report?

If you are setting up a new campaign, my advice is to check it every single day. In the early days of an Adwords Campaign you will be keen to start generating visitors to your website, so you are likely to be using a lot of modified broad match search terms to discover what keywords are out there. Checking your Search Term Report every day will allow you to quickly add new keywords that are good as phrase match search terms (“in quotes”) and also to grow your list of negative keywords so that you don’t waste your budget on irrelevant keywords.

Once you have been running your Adwords campaign for a number of weeks or months and the visitor numbers are much more stable, then I recommend at least a weekly review of the Search Term Report.

I hope you can see why I consider the Search Term Report to be the most important part of a Google Adwords campaign. When did you last check yours?

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Case Study

Beating the big boys whilst spending a fraction of their budget

We focus on accident claims, and it’s vital for us to have a strong web presence, which we didn’t have before Nick got involved.

As a result we had to buy in leads from other sources, reducing our profit margins and making us reliant on other companies to generate revenue.

We did have a company working on our Adwords and website, but the truth of the matter is that they weren’t getting the results we needed them to get – we only had a handful of clients coming in from those efforts, making us highly reliant on buying in the leads from elsewhere.

And then I came across one of Nick’s books, was impressed by what I read and got in touch with him.

The rest – as they say – is history.

We started working together with a clear brief: Nick’s job was to help us bring in more self-generated work, so we could stop relying on buying leads.

He started by working on our website, making it more accessible and easier to navigate.

Next he overhauled our Google Adwords, which the previous company had been running fairly unsuccessfully.

Adwords is hugely challenging in our sector, with some very big players bidding on some of the most common keywords, making it very difficult for any smaller firms to get a look in, and I’ve got to be honest and say that I didn’t know how Nick was going to make it work.

But he did, by analysing very closely what people were looking for and tailoring our Adwords efforts towards them.

It worked! We were competing with the big boys whilst spending a fraction of their budget, and the amount of work we got in was tremendous – we jumped from just a handful of leads and clients a month to 500 leads and 150 clients, every single month, all from our online efforts.

Nick didn’t just work on the lead generation side of things either – he helped us with the client conversion process too, training our team, making our sales calls better and improving our onboarding process to avoid drop-offs due to ‘cooling off’.

Now we don’t buy in any work at all, our pay-per-click efforts do a sterling job, and the large client database that Nick has helped us build has allowed us to increase the amount of work we do by a factor of ten, in just three years.

I’m one extremely satisfied client, and despite the dramatic differences Nick has been able to make in the time we’ve been working together, things are still improving thanks to his guidance and support.

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