You’ve Got Data – PPC Search Terms

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put valuable search term data to work

The internet is built on words – here is the data from  opentracker reports that we would like to highlight:

  1. Top search terms
  2. Visitors by search term
  3. Companies report – search-term leads by company

Don’t let your PPC advertising campaigns sit for several years, update them as often as possible. Be realistic, don’t try and overhaul all your campaigns if you don’t have the time – just pick one campaign, ad group or search term group, and look at what you can improve.

Use your opentracker search term data for this.

Chances are that you wrote your PPC advertisements months or even years ago. You probably based your copy on:

  1. What you were offering and
  2. What others were advertising on the internet

What has changed since you setup your ad campaigns?

You will have an insight already if you are collecting search term data:

  1. You know how visitors come to your site and
  2. What others are advertising on has almost certainly changed, especially the language of the ads. Some markets / industries update their language every few months. Most likely, if you have been advertising for some time, you also know;
  3. which approach is most effective: positive sell, reaction to competitors, funny, serious, professional, FREE!, etc.


The strategy outlined in this article combines these elements:

  1. The products + services you sell
  2. What people are searching for
  3. What the competition are advertising on
  4. Your copywriting skills

Here is a breakdown of this process:

  1. Use your search terms to see what people coming in to your site are looking for.
  2. Compare yourself with other similar websites in search engine ranking results. Ask what changes you can make in order to be more competitive.
  3. Look at the search terms in your Top Search Terms report and use this data to advertise on. Focus on the most popular terms.
  4. If a search term which you do not advertise on is bringing traffic into your site, and you sell that product, then include that search term in your campaigns. If you do not sell that product, consider selling it.
  5. Look at the companies report – you can follow the progress of any companies or leads through time. Tailor your site to the needs of your potential clients if possible.

Picture the visitors as people coming into your store – your website is a building. Using keywords people come in looking for a product / “search term”. This is your key piece of information.

Relative to SEO (search engine optimization) you can improve your site greatly with this data. Look at all the places on your site where you can control the language – use the search term data to lay the foundations of your site and it’s navigationContent is king – not too much content because less is more, but well-written, relevant, succinct and informative content. In conclusion, here is advice directly from the google webmaster guidelines: “Think about the words users would type to find your pages, and make sure that your site actually includes those words within it. Try to use text instead of images to display important names, content, or links. The Google crawler doesn’t recognize text contained in images.”   To orient yourself to Opentracker, we recommend taking a look at the documentation.

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