Search terms report analysis

Are your PPC ads targeting the right keywords?

Utilise search term data to inform your keyword choices

In order for your PPC ads to be successful, they must target the right keywords in order to reach a relevant audience. We will carefully analyse a search terms report containing actual users' search phrases which are driving traffic to your website through your PPC account. We will identify positive keywords for you to add to your PPC campaign, and also any negative keywords that we find to be increasing your bounce rate.

Search terms report analysis can help...

  • 1

    When you want to refine which keywords trigger your PPC ads.

  • 2

    When you want your PPC ads to reach a more relevant audience.

  • 3

    When you want to improve the performance of your international PPC campaign.

Why are keywords important?

“Search queries”, “key phrases” or “keywords” are the words and phrases that internet users enter into search engines. PPC ads appear in the search engine results when users search for particular keywords. A search terms report will show you which key phrases people are actually searching for and which terms trigger your ads to display. It is important to run regular search terms reports for your PPC account, as this will help you to identify positive and negative keywords.

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 score of your campaign. You will want to block these negative keywords from your PPC ad campaign.

We will carefully analyse a search terms report containing actual users' search phrases which are driving traffic to your website through your PPC account. Based on the report, we will add positive keywords and remove negative keywords as appropriate. This will ensure that the traffic generated through your PPC ads is more relevant. We will also provide back translations of these keywords.

How it works

The process begins by completing a briefing questionnaire with your Project Manager to clarify your PPC ad objectives. This briefing will be visible to all the team members involved with delivering the service and is the foundation for all our quality checks.

In order to conduct the analysis, we will need a search terms report for your account, which can be ordered separately if required.

A PPC Specialist, who is a native speaker of your target language, will analyse the search terms report under the supervision of your Project Manager. They will identify positive keywords and add them to your PPC campaign. They will also identify any negative keywords and block these from your PPC campaign to reduce your bounce rate. Back translations in English of all keywords to be added or to be considered as negatives will be provided.

We will send you a report detailing our findings and actions in an Excel format.

Webcertain Group is passionate about generating business growth for its clients in any part of the world. A team of native speakers of all the world’s major languages works together to achieve client objectives - no one understands working with different cultures and the nuances of language in the globe’s search engines better than the Webcertain multilingual teams. Webcertain operates in 44 languages.

Benefits of working with Webcertain:

International specialist since 1997

Transparency and online portal management

No minimum contract period

No minimum order value

International know-how shared

Quick response times