how to run an effective search query report in less than 15 minutes
TRANSCRIPT
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How To Run An Effective Search
Query ReportIn Less Than 15 Minutes
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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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Join the conversation• Include the hashtag #thinkppc in your
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Or use the webinar question box to send us questions.
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Live Poll Question #1How long have you been in PPC?#thinkppc
A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
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AGENDA1. The Agony of Search Query Reports2. The Solution: Excel Pivot Tables3. Step-By-Step: Creating An SQR Pivot Table4. Limited Spend Example
#thinkppc
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THE AGONY OF SEARCH QUERY REPORTS
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#thinkppc
Step-By-Step – Creating an SQR Pivot Table
Me After The First Few Search Query Reports I Ever Attempted
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#thinkppc
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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#thinkppc
Step-By-Step – Creating an SQR Pivot Table
Same Search Query – Two Separate Rows!
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#thinkppc
Step-By-Step – Creating an SQR Pivot Table
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#thinkppc
Step-By-Step – Creating an SQR Pivot Table
Jake (Juice) Brown
Senior Account Manager
This is his method!
You’re welcome!
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The Solution: Excel Pivot Tables
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#thinkppc
Step-By-Step – Creating an SQR Pivot Table
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#thinkppc
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
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Step-By-Step: Creating an SQR Pivot Table
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#thinkppc
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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#thinkppc
Step-By-Step – Creating an SQR Pivot TableKEYWORD EXPANSION
OR LIMITED SPEND?
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#thinkppc
Step-By-Step – Creating an SQR Pivot Table
Do your campaign/ad group names include Brand specification?
Yes? Great!
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#thinkppc
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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#thinkppc
Step-By-Step – Creating an SQR Pivot Table
CTRL + A
Selects All Consecutive
Cells
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#thinkppc
Step-By-Step – Creating an SQR Pivot Table
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#thinkppc
Step-By-Step – Creating an SQR Pivot Table
Create a Calculated Field Based On Goals: ROAS or CPL
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#thinkppc
Step-By-Step – Creating an SQR Pivot Table
Goal Metric
Formula for Metric
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#thinkppc
Step-By-Step – Creating an SQR Pivot Table
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#thinkppc
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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#thinkppc
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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#thinkppc
Step-By-Step – Creating an SQR Pivot Table
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Limited Spend Example
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#thinkppc
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
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CONCLUSION
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24-26 October | etc.venues St Paul’s
HeroConf.com/London/ #HeroConf
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Would you like an offer?A. Get an account analysis by the experts at
Hanapin (For accounts spending 20k+/month)
B. No Thanks!
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Live Q&A Time!
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