Sadly, it’s been discovered that on average, 9 out of 10 keywords bid on by marketers actually fall through the cracks producing no ROI.
When viewing ‘all campaigns’ in Google Ads, open the options under ‘Keywords’ in the left hand menu. From here, you can export 3-6 months’ worth of data and decipher which of your keywords aren’t working as well as you’d like them to.
There are three different opportunities for optimisation here:
‘Search Keywords’ - this shows all your keywords to determine which are getting clicks and conversions and which aren’t.
‘Negative Keywords’ - this shows which words you don’t want your ads to trigger for to save on getting pointless clicks. The classic example being if I am trying to sell cruises, I don’t want my ads to show when someone types in Tom Cruise!
‘Search Terms’ - this shows the query that people have typed into the search bar that have triggered one of your ads. An important optimisation activity is to review this list regularly and exclude the words you don’t want to be found for - this increases the size of your negative keywords which saves you money everyday!