Search Query Mining
Search Query Mining is the ultimate keyword research tool that can lead to a better understanding of your customers and more profits. That’s why we are obsessed with search queries.
We are passionate about search queries, because:
- Keywords have been given too much attention and are only used to attract search queries.
- Search queries are the voice of the customer and can reveal truths about customer intent.
Benefits of Search Query Mining:
- Less Waste
- More sales
- Improved Quality Score
- Better CTR’s
- Lower CPC’s
- Better keywords
- Better ads
- Better landing pages
If you focus on keywords and ignore the underlying search queries you are not getting the whole story. You can’t be sure you are even answering the right questions with your ad copy, which has a huge influence on Impressions, CTR, Cost, Quality Score, and Conversions.
Focusing on search queries is the same as actually listening to your customers as opposed to assuming you know what they want.
The goal of search query mining is:
- Stop wasting money by finding and using negative keywords.
- To grow your business by finding and focusing on new exact match and phrase match keywords.
- To grow your business with new campaigns and ad groups that better align with your customer’s intent.
In aggregate across your campaigns, irrelevant search queries could be costing you 5%-20% of your overall ad spend. Wouldn’t you like to reallocate that money to profitable search queries & keywords?
Not only are their hard-costs associated with irrelevant search queries, which can be remedied through the use of negative keywords, but because your ad is showing for irrelevant search queries your Quality Score is also affected which leads to higher CPC’s.
Profitable and efficient marketing comes from a good understanding of your customer. By focusing on search queries you can act on exactly what your customer needs answered, increasing your ability to give your customers a great experience. These great experiences lead to sales, loyalty, and more profit.
As you grow your keyword list based on your customer’s actual voice, you will most likely need to expand your campaigns and ad groups to appropriately answer your customer’s questions.
Again, search query mining is listening instead of assuming, and that makes the difference between maximizing profit and mediocre results.