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How to Do a SERP Analysis

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How to Do a SERP Analysis

SERP analysis is a process that helps you determine if and how you can rank for a keyword and whether the effort is worth the reward.

It’s important because not all keywords are created equal. Some are harder to rank for than others, so you must choose wisely.

In this guide, you’ll learn how to analyze a SERP to see if it’s crackable.

Let’s get started.

Step 1. Get a high-level overview of the SERP

The first step of a SERP analysis is to get a rough sense of the traffic opportunity and ranking difficulty opportunity.

To do this, we can use two of Ahrefs’ core metrics: Keyword Difficulty and Traffic Potential. 

  • Keyword Difficulty (KD) estimates how hard it will be to rank on the first page of Google for a keyword on a scale from 0 to 100.
  • Traffic Potential (TP) is the total estimated monthly search traffic to the top-ranking page for a keyword.

Using these two metrics, we will be able to get a top-level overview of the SERP and determine whether it’s worth further investigation.

Let’s use Ahrefs’ Keywords Explorer to get a quick, high-level view of the keyword “when were dogs domesticated.”

Keyword overview for "when were dogs domesticated," via Ahrefs' Keywords Explorer

So what exactly is the overview showing us? 

We can see the keyword “when were dogs domesticated” has a super hard KD of 73 but a low TP of 3.2K.

At first glance, this query doesn’t appear to be worth the effort. But it may warrant further investigation if this topic is lucrative for your business.

With a super hard KD of 73, Ahrefs estimates that we will need ~235 links to rank in the top 10 for this SERP, which will require a fair amount of resources to compete. 

Generally speaking, it is better to look for low-KD and high-TP queries, where possible. 

To better understand the effort-to-reward ratio for this query, and any others, we can plot the effort-to-reward ratio in an XY graph:

Effort-to-reward ratio
  • Top left: Golden opportunities (low investment, high reward).
  • Top right: Long-term opportunities (high investment, high reward).
  • Bottom left: Possible opportunities (low rewards, so effort might not be worth it).
  • Bottom right: Try to avoid (unless it’s a highly lucrative topic for your business).

Our query for “when were dogs domesticated” falls into the “high effort, low reward” quadrant, so it may not be worth the effort.

We are looking for a query that falls in the top left-hand section. In most cases, these will be the golden keyword opportunities. 

Avoid queries that fall into the bottom right section where possible unless it is particularly lucrative for your business.

Let’s try to find a search with more opportunity.

Let’s plug in “how to leash train a dog” into Ahrefs’ Keywords Explorer and see if this keyword has better metrics.

Search for "how to leash train a dog," via Ahrefs' Keywords Explorer

We can see that this query has a medium KD of 18 but a much higher TP of 24K. Great!

We can see that this search has a much better effort-to-reward ratio than our previous query, so let’s scroll down the page in Keywords Explorer to the SERP overview and investigate if (and how) we can rank.

Step 2. Investigate if (and how) you can rank

Now that we have completed our top-level overview, we can consider other factors using the SERP overview in Ahrefs’ Keywords Explorer.

We should consider four key elements in our SERP analysis when investigating the ranking difficulty:

1. Domain Rating (DR)

DR is one of Ahrefs’ most widely used metrics in SEO. It shows the relative strength of a website’s backlink profile on a scale from 0 to 100.

It’s not a Google ranking factor, but there are a couple of reasons why it can be easier for high-DR sites to rank on Google: 

  1. They can boost a page’s strength with internal links – High-DR sites have lots of strong pages. They can funnel some of this strength to specific pages with internal links.
  2. They are often trusted brands – People may prefer to click these results on the SERPs. They may also have more topical authority, which may help. 

These reasons explain why 64.9% of SEOs pay attention to DR when analyzing their chances to rank:

While it’s certainly possible to outrank a higher DR site, a good rule of thumb is to look for pages ranking in the top 10 with the same DR as you or lower. By doing this, we can maximize our chances of appearing on the SERP.

If we return to our previous query “how to leash train a dog” and look at the SERP overview, we can see that the first result comes from a DR 90 site. 

Even with a high-DR site, this looks hard to beat.

SERP overview for "how to leash train a dog," via Ahrefs' Keywords Explorer
  • Scanning down the DR column, we can see that 8 out of 10 sites have a DR of 70+, so we could potentially be on the back foot from the start with this query.
  • Jumping to the sixth result, we can see that it has a DR of 26, which suggests that this SERP is crackable, at least in terms of DR. 
SERP overview detail of sixth result, via Ahrefs' Keywords Explorer

Finding outliers like this DR 26 site is what we need to be focusing on at this stage. It can mean that ranking on this SERP with a ≤ 70 DR site is possible.

Assuming that we don’t have a DR 70+ site, our hopes of ranking will most likely rest on equalling the ranking of the DR 26 site. 

It is worth noting that the traffic this site receives is estimated to be around 833, which is a lot lower than our original estimated 24K TP.

With these revised figures, we need to reevaluate whether the effort is worth the reward at this stage. That depends on our website’s authority, our risk appetite, and the resources available.

Although DR plays an important initial role in our SERP analysis, there are other factors that we should consider as well, such as links.

2. Links 

If you ask an SEO what the top Google ranking factors are, chances are they will mention “backlinks” in their reply. 

But what exactly is a backlink? Simply put, backlinks are clickable links from one website to another. 

What is a backlink

Backlinks are also highly important for ranking on Google, as they are one of eight confirmed ranking factors.

We saw in step #1 that KD can give us a broad indication of how many links we will need to rank, but actual link numbers will vary from site to site.

Let’s return to our query for “how to leash train a dog” in the SERP overview and take a closer look at the links.

SERP overview for "how to leash train a dog," via Keywords Explorer
  • Looking at the Domains column in the above image, we can see that the first result has 521 referring domains. Unless we can acquire over 521 referring domains, we should rule out the possibility of outranking this result.
  • The second result has 116 domains. Again, this seems relatively high, so we should probably rule out outranking this result too.
  • Positions #3–10, however, have ≤ 36 domains each, which is where the most opportunities lie on this SERP.

We can see from this link analysis that the lower end of the SERP is much easier to crack—at least in terms of links.

If we hone in on the sixth result, we can see that this site only has eight domains. 

SERP overview detail of sixth result, via Ahrefs' Keywords Explorer

Acquiring more than eight domains should be achievable for most businesses, so this could be a great opportunity. 

We only need to be aware that the estimated traffic for the sixth result is much lower than our initial TP estimate of 24K and is now 851. 

Looking at the rest of the SERP’s traffic, we can see that rather than gradually declining, the eighth and 10th results have more impressive estimated traffic, 5,895 and 3,643, respectively.

This may mean that the estimated traffic opportunity may not be as low as 851, but it can vary depending on our exact position.

So far, just using DR and links, we have seen how feasible it will be for us to rank on this SERP. We can see that the lower half of the SERP (from positions #6–10) is most achievable at this stage.

Now we will need to consider the role of search intent on the SERP. 

3. Search intent

Search intent is used to describe the primary reason for an online search. In other words, it indicates why the user typed their query into the search engine in the first place.

But what does search intent mean in terms of our SERP analysis?

In a nutshell: Our webpage needs to provide the best answer for the query to rank well on the SERP. Identifying the dominant search intent on the SERP can help determine how or if we will compete. 

Most content on the internet falls into the categories below and, for our SERP analysis, it makes sense to use this categorization: 

  • Blog posts
  • Category pages
  • Product pages
  • Landing pages
  • Videos

Let’s use Ahrefs’ own keywords to explore this concept in more detail. 

Say we have a website that we want to rank for “backlink checker,” and we have written a blog post targeting that query.

This alone will not enable us to rank for this query, as the intent of this search is strongly aligned toward SEO tool companies with big backlink databases—like Ahrefs. For these types of websites, the backlink checker is likely to be one of their main product pages.

If you thought of it, why would you click on a result for “backlink checker” that didn’t have a backlink checker product? 

You probably wouldn’t. 

This rules out the possibility of targeting this keyword for the average website creating a simple blog post on this topic.

Let’s consider another more visual example using Ahrefs’ Keywords Explorer. Let’s plug in the keyword “how to draw a picasso face” and scroll down to the SERP overview.

With this query, we can see that 4 out of the top 6 results on this SERP are video-based. Therefore, we can see that the search intent is focused on video content. 

SERP overview for "how to draw a picasso face," via Ahrefs' Keywords Explorer

Because this format of content is so dominant at the top of the SERP, it will likely be tough to rank near the top of this SERP unless we create video content ourselves.

Returning to the SERP overview for our “how to leash train a dog” search query, we can see that the majority of the articles here are blog posts, but the fifth result is a video SERP feature.

This indicates that, at least for some searches, searchers are looking for video guides rather than blog posts about this topic.

SERP overview for "how to leash train a dog," via Ahrefs' Keywords Explorer

With this type of mixed search intent, it is best to create content in both formats, assuming you have the expertise and resources to compete. This will likely increase the chances of appearing on the SERP for this particular keyword.

In summary, we have seen how analyzing search intent can help inform our SERP strategy and determine if and how we will compete. 

Let’s now take a look at content quality.

4. Content quality

It’s worth being aware that the standard of content Google expects can be much higher for certain topics.

For example, in a Your Money or Your Life (YMYL) topic, such as medical advice, you likely need to provide content created or reviewed by doctors to compete on the SERP. 

Google defines YMYL topics as the following:

YMYL definition, via Google Search Quality Evaluator Guidelines

Unless you have the resources to compete on these types of SERPs, then it is a good idea to stay clear of them. 

Even in non-YMYL topics, such as product reviews, there are sites like Wirecutter independently reviewing thousands of products every year with great success. So it’s not just YMYL topics that have extremely high-quality content.

Wirecutter's "about us" page, via nytimes.com

Wirecutter now has the backing of The New York Times, so it has tremendous resources at hand. 

Looking at its website, it typically updates or publishes around 10 articles per day, and this is despite its reviews taking “weeks or months of research” to complete.

So how do high-quality sites like Wirecutter impact our SERP analysis? 

Simply put, if there is a website that has high-quality content within the SERP, then you should consider whether you have the resources to compete and outrank them.

Step 3. Check for other opportunities

The final step of our SERP analysis is to check for any other opportunities. One of the biggest opportunities you can take advantage of is SERP features. 

Google seems to have hinted it as one of its priorities for search as far back as 2007. According to then-representative Marissa Mayer: 

We [Google] want to help you find the very best answer, even if you don’t know where to look.

But what exactly is a SERP feature, and how can we identify it?

A SERP feature is any result on the SERPs that is not a traditional organic search result. 

In brief, these are some of the most common SERP features and their basic requirements:

  • Featured snippets – Provide a concise answer to a query.
  • Video carousels – Create a YouTube video on the topic.
  • Image packs – Provide a relevant image of what people are looking for.
  • Top stories – Publish relevant news stories on the topic.
  • People Also Ask – Answer a related question on the topic.

Using Ahrefs’ Site Explorer, we can see a list of current SERP features in the Organic keywords report by entering any website into the search bar and then clicking on the SERP features filter. 

In the example below, I have used ahrefs.com.

SERP features dropdown, via Ahrefs' Site Explorer

Filtering results by specific SERP features can be useful for competitor analysis or simply understanding which SERP features your website ranks for.

So what do SERP features look like in the wild? 

Let’s take a look at a featured snippet for “what are cats whiskers for” in Google search.

Featured snippet search result for "what are cats whiskers for," via Google.com

As we can see above, appearing in a featured snippet will mean you get more SERP real estate than a standard organic listing and will also mean that the result appears at the top of the search results.

This is why SERP features are considered by some SEOs as the cheat codes for SEO. They can also potentially drive more traffic than your average organic result.

If we return to our previous example of “how to leash train a dog,” we can see that the SERP overview has identified the fifth result on this SERP as a video SERP feature. 

Let’s click on the caret next to Videos to expand this result.

SERP overview for "how to leash train a dog," via Ahrefs' Keywords Explorer

Once we click on the caret, we can see the expanded result.

SERP overview video carousel featured snippet, via Ahrefs' Keywords Explorer

There are three videos in the carousel from 2016, 2017, and 2021. If we had the resources to create video content for this query, creating a more up-to-date, high-quality video could be a valuable shortcut to ranking well on this SERP.

Assuming we managed to rank a video in the fifth position, this would leapfrog the DR 26 website we looked at earlier in the sixth position. 

If you created a blog post and a YouTube video targeting this search, you could acquire traffic from two sources rather than just one.

In summary, targeting SERP features is worth your time if you have the resources available. Winning SERP features allows us to acquire more SERP real estate instead of just appearing for a single organic result for a search query. 

Final thoughts

Conducting a SERP analysis may sound daunting at first, but Keywords Explorer makes it easy by giving you an overview of the key metrics you need to consider. 

After that, it’s just a case of following the process and asking yourself:

  • Can you provide a better answer to a keyword query than what is on the current SERP? 
  • Can you create higher-quality content than the top result for the query?
  • Do you have sufficient resources to create the content?
  • Are there any SERP features you can target to win more SERP real estate?

If the answer is “yes” to most of the above questions, you should have a decent chance of cracking the SERP.

What’s your experience with SERP analysis? Got more questions? Ping me on Twitter. 🙂



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Do Higher Content Scores Mean Higher Google Rankings? Our Data Says It’s Unlikely.

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Do Higher Content Scores Mean Higher Google Rankings? Our Data Says It's Unlikely.

I studied the correlation between rankings and content scores from four popular content optimization tools: Clearscope, Surfer, MarketMuse, and Frase. The result? Weak correlations all around.

This suggests (correlation does not necessarily imply causation!) that obsessing over your content score is unlikely to lead to significantly higher Google rankings.

Does that mean content optimization scores are pointless?

No. You just need to know how best to use them and understand their flaws.

Most tools’ content scores are based on keywords. If top-ranking pages mention keywords your page doesn’t, your score will be low. If it does, your score will be high.

While this has its obvious flaws (having more keyword mentions doesn’t always mean better topic coverage), content scores can at least give some indication of how comprehensively you’re covering the topic. This is something Google is looking for.

Google says that comprehensively covering the topic is a sign of quality contentGoogle says that comprehensively covering the topic is a sign of quality content

If your page’s score is significantly lower than the scores of competing pages, you’re probably missing important subtopics that searchers care about. Filling these “content gaps” might help improve your rankings.

However, there’s nuance to this. If competing pages score in the 80-85 range while your page scores 79, it likely isn’t worth worrying about. But if it’s 95 vs. 20 then yeah, you should probably try to cover the topic better.

Key takeaway

Don’t obsess over content scores. Use them as a barometer for topic coverage. If your score is significantly lower than competitors, you’re probably missing important subtopics and might rank higher by filling those “content gaps.”

There are at least two downsides you should be aware of when it comes to content scores.

They’re easy to cheat

Content scores tend to be largely based on how many times you use the recommended set of keywords. In some tools, you can literally copy-paste the entire list, draft nothing else, and get an almost perfect score.

Scoring 98 on MarketMuse after shoehorning all the suggested keywords without any semblance of a draftScoring 98 on MarketMuse after shoehorning all the suggested keywords without any semblance of a draft

This is something we aim to solve with our upcoming content optimization tool: Content Master.

I can’t reveal too much about this yet, but it has a big USP compared to most existing content optimization tools: its content score is based on topic coverage—not just keywords.

For example, it tells us that our SEO strategy template should better cover subtopics like keyword research, on-page SEO, and measuring and tracking SEO success.

Preview of our upcoming Content Master toolPreview of our upcoming Content Master tool

But, unlike other content optimization tools, lazily copying and pasting related keywords into the document won’t necessarily increase our content score. It’s smart enough to understand that keyword coverage and topic coverage are different things.

Sidenote.

This tool is still in production so the final release may look a little different.

They encourage copycat content

Content scores tell you how well you’re covering the topic based on what’s already out there. If you cover all important keywords and subtopics from the top-ranking pages and create the ultimate copycat content, you’ll score full marks.

This is a problem because quality content should bring something new to the table, not just rehash existing information. Google literally says this in their helpful content guidelines.

Google says quality content goes beyond obvious information. It needs to bring something new to the tableGoogle says quality content goes beyond obvious information. It needs to bring something new to the table

In fact, Google even filed a patent some years back to identify ‘information gain’: a measurement of the new information provided by a given article, over and above the information present in other articles on the same topic.

You can’t rely on content optimization tools or scores to create something unique. Making something that stands out from the rest of the search results will require experience, experimentation, or effort—something only humans can have/do.

Enrich common knowledge with new information and experiences in your contentEnrich common knowledge with new information and experiences in your content

Big thanks to my colleagues Si Quan and Calvinn who did the heavy lifting for this study. Nerd notes below. 😉

  • For the study, we selected 20 random keywords and pulled the top 20 ranking pages.
  • We pulled the SERPs before the March 2024 update was rolled out.
  • Some of the tools had issues pulling the top 20 pages, which we suspect was due to SERP features.
  • Clearscope didn’t give numerical scores; they opted for grades. We used ChatGPT to convert those grades into numbers.
  • Despite their increasing prominence in the SERPs, most of the tools had trouble analyzing Reddit, Quora, and YouTube. They typically gave a zero or no score for these results. If they gave no scores, we excluded them from the analysis.
  • The reason why we calculated both Spearman and Kendall correlations (and took the average) is because according to Calvinn (our Data Scientist), Spearman correlations are more sensitive and therefore more prone to being swayed by small sample size and outliers. On the other hand, the Kendall rank correlation coefficient only takes order into account. So, it is more robust for small sample sizes and less sensitive to outliers.

Final thoughts

Improving your content score is unlikely to hurt Google rankings. After all, although the correlation between scores and rankings is weak, it’s still positive. Just don’t obsess and spend hours trying to get a perfect score; scoring in the same ballpark as top-ranking pages is enough.

You also need to be aware of their downsides, most notably that they can’t help you craft unique content. That requires human creativity and effort.

Any questions or comments? Ping me on X or LinkedIn.



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Unlocking Brand Growth: Strategies for B2B and E-commerce Marketers

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Unlocking Brand Growth: Strategies for B2B and E-commerce Marketers

In today’s fast-paced digital landscape, scaling a brand effectively requires more than just an innovative product or service. For B2B and e-commerce marketers, understanding the intricacies of growth strategies across different stages of business development is crucial.  

A recent analysis of 71 brands offers valuable insights into the optimal strategies for startups, scaleups, mature brands, and majority offline businesses. Here’s what we learned. 

Startup Stage: Building the Foundation 

Key Strategy: Startups focus on impressions-driven channels like Paid Social to establish their audience base. This approach is essential for gaining visibility and creating a strong initial footprint in the market. 

Case Study: Pooch & Mutt exemplified this strategy by leveraging Paid Social to achieve significant year-on-year revenue gains while also improving acquisition costs. This foundational step is crucial for setting the stage for future growth and stability. 

Scaleup Stage: Accelerating Conversion 

Key Strategy: For scaleups, having already established an audience, the focus shifts to conversion activities. Increasing spend in impressions-led media helps continue generating demand while maintaining a balance with acquisition costs. 

Case Study: The Essence Vault successfully applied this approach, scaling their Meta presence while minimizing cost increases. This stage emphasizes the importance of efficient spending to maximize conversion rates and sustain growth momentum. 

Mature Stage: Expanding Horizons 

Key Strategy: Mature brands invest in higher funnel activities to avoid market saturation and explore international expansion opportunities. This strategic pivot ensures sustained growth and market diversification. 

Case Study: Represent scaled their efforts on TikTok, enhancing growth and improving Meta efficiency. By expanding their presence in the US, they exemplified how mature brands can navigate saturation and seek new markets for continued success. 

Majority Offline Brands: Embracing Digital Channels 

Key Strategy: Majority offline brands primarily invest in click-based channels like Performance Max. However, the analysis reveals significant opportunities in Paid Social, suggesting a balanced approach for optimal results. 

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How To Use The Google Ads Search Terms Report

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How To Use The Google Ads Search Terms Report

One of the most essential aspects of a profitable Google Ads strategy is reaching the right people, with the right message, while they’re searching.

To do this correctly, you need to know exactly how your ads are doing and what words potential customers are using to search.

This is where the Google Ads search terms report comes in handy.

This report is a goldmine and an invaluable asset to every Google Ads account.

With insights into exact phrases being used to trigger your ads, the search terms report can help:

  • Significantly refine your keyword strategy.
  • Enhance your targeting.
  • Boost your return on investment (ROI).

Let’s get into why the Google Ads search terms report is not only helpful but essential for maximizing Google Ads profitability.

What Is The Google Ads Search Terms Report?

The search terms report is a performance tool that shows how your ad performed when triggered by actual searches on the Google Search Network.

The report shows specific terms and phrases that triggered your ad to show, which helps determine if you’re bidding on the right keywords or using the right match types.

If you find search terms that aren’t relevant for your business, you can easily add them to your negative keyword list repository.

This helps you spend your budget more effectively by ensuring your ads are only triggered for relevant, useful searches by potential customers.

Keep in mind that there is a difference between a search term and a keyword:

  • Search term: Shows the exact word or phrase a customer enters on the Google Search Network to trigger an ad.
  • Keyword: The word or phrase that Google Ads advertisers target and bid on to show their ads to customers.

How To Create A Search Terms Report

Creating a search terms report in your Google Ads account is simple, and better yet – it can be automated!

To view your search terms report, you’ll need to:

  • Log into your Google Ads account.
  • Navigate to “Campaigns” >> “Insights & reports” >> “Search terms”

Below is an example of where to navigate in your Google Ads account to find the search terms report.

Screenshot taken by author, April 2024

After running this report, there are multiple actions you can take as a marketer:

  • Add top-performing searches to corresponding ad groups as keywords.
  • Select the desired match type (e.g. broad, phrase, exact) if adding new keywords.
  • Add irrelevant search terms to a negative keyword list.

3 Ways To Use Search Terms Report Data

As mentioned above, there are numerous ways you can use the search terms report data to optimize campaign performance.

Let’s take a look at three examples of how to use this report to get the best bang for your buck.

1. Refine Existing Keyword Lists

The first area the search terms report can help with is refining existing keyword lists.

By combing through the search terms report, you can find areas of opportunities, including:

  • What searches are leading to conversions.
  • What searches are irrelevant to the product or service.
  • What searches have high impressions but low clicks.
  • How searches are being mapped to existing keywords and ad groups.

For searches leading to conversions, it likely makes sense to add those as keywords to an existing ad group or create a new ad group.

If you’re finding some searches to be irrelevant to what you’re selling, it’s best to add them as negative keywords. That prevents your ad from showing up for that search moving forward.

If some searches have a high volume of impressions, but very few clicks, these will take further consideration. If it’s a keyword worth bidding on, it may indicate that the bid strategy isn’t competitive enough – meaning you’ll have to take action on your bid strategy.

If a search term is being triggered by multiple keywords and ad groups, this is a case of cross-pollution of keywords. This can lead to lower ROI because it’s essentially having multiple keywords bid on that search term, which can drive up the cost. If this happens, you have a few options:

  • Review and update existing keyword match types as necessary.
  • Add negative keywords where appropriate at the ad group or campaign level to avoid cross-pollution.

Ultimately, using the search terms report in this way allows you to determine what is performing well and eliminate poor performers.

2. Understand How Your Audience Is Actually Searching For Your Product

Something I often see is a mismatch of how a company talks about its product or service vs. how a customer is actually searching for it in the real world.

If you’re bidding on keywords you think describe your product or service but are not getting any traction, you could be misaligning expectations.

Oftentimes, searches that lead to conversions are from terms you wouldn’t have thought to bid on without looking at the search terms report.

One of this report’s most underutilized use cases is finding lesser-known ways customers are searching for and finding your product.

Finding these types of keywords may result in the creation of a new campaign, especially if the search terms don’t fit existing ad group structures.

Building out campaigns by different search themes allows for appropriate bidding strategies for each because not all keyword values are created equal!

Understanding how a customer is describing their need for a product or service not only helps your keyword strategy but can lead to better-aligned product positioning.

This leads us to a third way the search term report can help your campaigns.

3. Optimize Ad Copy and Landing Pages

As discussed in #2, customers’ language and phrases can provide valuable insights into their needs and preferences.

Marketers can use the search terms report to better tailor ad copy, making it more relevant and appealing to prospective customers.

And let’s not forget about the corresponding landing page!

Once a user clicks on an ad, they expect to see an alignment of what they searched for and what is presented on a website.

Make sure that landing page content is updated regularly to better match the searcher’s intent.

This can result in a better user experience and an improvement in conversion rates.

How Using The Search Terms Report Can Help ROI

All three examples above are ways that the search terms report can improve campaign ROI.

How so?

Let’s take a look at each example further.

How Refining Keywords Helps ROI

Part of refining existing keywords is negating any irrelevant search terms that trigger an ad.

Having a solid negative keyword strategy gets rid of “unwanted” spending on keywords that don’t make sense.

That previously “wasted” spend then gets redirected to campaigns that regularly drive higher ROI.

Additionally, adding top-performing search terms gives you better control from a bid strategy perspective.

Being able to pull the appropriate levers and setting proper bid strategies by search theme ultimately leads to better ROI.

How Understanding Audience Intent Helps ROI

By understanding the exact language and search terms that potential customers use, marketers can update ad copy and landing pages to better match those searches.

This can increase ad relevance and Ad Rank within Google Ads.

These items help with keyword Quality Score, which can help reduce CPCs as your Quality Score increases.

More relevant ads likely lead to higher click-through rates, which leads to a higher likelihood of converting those users!

How Updating Ad Copy And Landing Pages Helps ROI

This example goes hand-in-hand with the above recommendation.

As you start to better understand the audience’s search intent, updating ad copy and landing pages to reflect their search indicates better ad relevance.

Once a user clicks on that relevant ad, they find the content of the landing page matches better to what they’re looking for.

This enhanced relevance can significantly increase the likelihood of conversion, which ultimately boosts ROI.

Use This Report To Make Data-Driven Decisions

Google Ads is an integral part of any digital marketing strategy, often accounting for a large portion of your marketing budget.

By regularly reviewing the search terms report, you can refine your marketing budget to make your Google Ads campaigns more effective.

Using this report to make data-driven decisions that fine-tune multiple facets of campaign management leads to more effective ad spending, higher conversions, and ultimately higher ROI.

More resources: 


Featured Image: FGC/Shutterstock

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