Uncover Hidden Potential in Your Paid Search and Shopping Campaigns: 2024 Strategies

How to find anomalies using search query analysis

One of the most effective ways to uncover hidden potential in your paid search and shopping campaigns is to analyze search queries for anomalies. Anomalies can include keywords that are underperforming, high-performing keywords that are not being fully utilized, or ad copy that is not resonating with your target audience.

Where to get the data

To begin your search query analysis, you will need to access the data from your paid search and shopping campaigns. This can typically be found in your advertising platform’s reporting tools, such as Google Ads or Microsoft Advertising. You will want to gather data on search queries, impressions, clicks, and conversions for each of your campaigns.

Preparing the data for analysis

Once you have gathered the necessary data, it’s important to clean and organize it for analysis. This may involve removing irrelevant search queries, consolidating similar keywords, and ensuring that the data is accurate and complete. Many advertising platforms offer tools and features to help with this process, such as keyword matching options and negative keyword lists.

Finding and fixing the problem

Important keywords are missing

One common anomaly that can be uncovered through search query analysis is the presence of important keywords that are missing from your campaigns. These are keywords that are relevant to your products or services, but are not being targeted in your ad groups or campaigns. By identifying and adding these missing keywords, you can expand your reach and capture more relevant traffic.

Bids are too low

Another potential issue that may be revealed through search query analysis is that your bids are too low for high-performing keywords. This can result in your ads not being shown as frequently as they should be, leading to missed opportunities for conversions. By adjusting your bids for these keywords, you can increase your visibility and drive more traffic to your site.

Vague ad copy

Search query analysis can also uncover problems with your ad copy, such as vague or unappealing messaging. If you notice that certain search queries are not resulting in clicks or conversions, it may be due to the ad copy not effectively communicating your value proposition or enticing users to click. By refining your ad copy to be more specific and compelling, you can improve your ad performance and drive more qualified traffic.

Broken links or no deep linking

Finally, search query analysis can reveal technical issues with your campaigns, such as broken links or a lack of deep linking. If users are clicking on your ads but not finding what they are looking for on your site, it can result in wasted ad spend and missed opportunities. By ensuring that your landing pages are functioning properly and that users are being directed to the most relevant page for their query, you can improve the overall user experience and increase your chances of conversion.

The hidden potential is worth the effort

Uncovering hidden potential in your paid search and shopping campaigns can be a challenging and time-consuming process, but the rewards are well worth the effort. By analyzing search queries for anomalies and addressing any issues that are uncovered, you can optimize your campaigns for better performance, increased ROI, and sustainable growth. With the right strategies and a commitment to ongoing analysis and optimization, you can unlock the hidden potential in your paid search and shopping campaigns and take your ecommerce shop to the next level.