Performics News

Posted by Jenna Sheeran, Account Director

Before

Historically, Google has always lumped low volume traffic terms into groups (“other unique queries”) in the Search Query Report.  Search marketers were not able to see each of these “other unique queries” broken out by how many clicks each term drove.  In some situations, these groups could account for a large percentage of traffic volume for the campaign.  Not having transparency into exactly how much traffic each of the “other unique queries” drove impaired optimization, thus negatively affecting the overall performance of the account. 

After

Recently, Google has opened up their report so that we can now see all search queries driving traffic to a program.  We are now able to implement additional negatives that we would not have previously considered.  For instance, if we are bidding on a keyword like “laptop computers” and the Search Query Report tells us traffic is coming from “8.9 inch laptop computers,” but we don’t sell 8.9 inch laptops, we would negate “8.9 inch.”  Since “8.9 inch laptop computers” is a low volume term, it may have previously fallen into the “other unique queries” group in the Search Query Report, and we would not have known we were getting unqualified traffic from that term.  In the aggregate, example like this can make a big difference in optimizing a program.

Therefore, the expanded Search Query Report allows search marketers the ability to more effectively manage programs that drive more efficient and qualified traffic.  With the current state of the economy, any additional efficiencies gained through negating traffic found in the expanded Search Query Report is extremely helpful to the overall performance of a search program.

June 22, 2009

Expanded Search Query Report Reveals Opportunities to Improve Campaign Performance

Posted by Jenna Sheeran, Account Director Before Historically, Google has always lumped low volume traffic terms into groups (“other unique queries”) in the Search Query Report.  […]
June 16, 2009

New Google Squared Makes Online Shopping & Research More Efficient

Posted by Andy Murray, Account Director Have you ever spent hours researching a product that you’re interested in purchasing, like a car or digital camera?  If […]
June 12, 2009

Consumers’ Summer Travel & Home Improvement Plans Feeling the Heat of the Down Economy

Posted by Andrew Caravella, Corporate Communications   Performics released the second month’s findings from our “2009 Online Buyer Economic Trend Study.”   Family vacations and home improvements […]
June 10, 2009

Google’s Wonder Wheel

Posted by Andy Murray, Account Director Google’s new “Wonder Wheel” tool offers searchers a new and different visualization of related search terms.  If you perform a […]

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