Why are search terms so important?
“Search terms”, “search queries”, “key phrases” or “keywords” are the words and phrases that internet users enter into search engines such as Yandex and Google Russia. PPC ads appear in the search results when users search for particular keywords. A search term report will show you which key phrases people are actually searching for in the search engine and which terms trigger your ads to display. It is important to run regular search term reports for your PPC account, as this will help you to identify positive and negative keywords and improve overall efficiency.
Positive keywords are keywords that generate a lot of impressions for your ad and are relevant to the products or services you offer. Since these impressions can lead to sales, you will want to add such positive keywords to your keyword list.
Negative keywords are those which also result in impressions on your ad but are not suitable for your website. Negative keywords can lead to people clicking on your ad but then leaving your website immediately when they see that you do not offer what they were searching for. This will increase your bounce rate and you will still have to pay for their click – a situation you want to avoid as it could lower the quality scores of your keywords. You will want to block these negative keywords from your PPC campaign.
We will carefully analyse a search term report containing actual users' search phrases which are driving traffic to your website through your PPC account, adding positive keywords and negative keywords as appropriate. This will ensure that the traffic generated through your PPC ads is more relevant.