How To Run An Effective Search

Query ReportIn Less Than 15 Minutes

Alaina Thompson– Account Manager at Hanapin

Marketing– Hero Conf London Speaker– Adjunct Instructor at the Kelley

School of Business– Course: The Computer in

Business– PPC Hero Blogger

– @AlainaPThompson#thinkpp

c

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Live Poll Question #1How long have you been in PPC?#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

AGENDA1. The Agony of Search Query Reports2. The Solution: Excel Pivot Tables3. Step-By-Step: Creating An SQR Pivot Table4. Limited Spend Example

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THE AGONY OF SEARCH QUERY REPORTS

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Step-By-Step – Creating an SQR Pivot Table

Me After The First Few Search Query Reports I Ever Attempted

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Step-By-Step – Creating an SQR Pivot Table

That’s TOO MANY ROWS! Excel slows WAY down when filtering through thousands of rows.

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Step-By-Step – Creating an SQR Pivot Table

Same Search Query – Two Separate Rows!

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Step-By-Step – Creating an SQR Pivot Table

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Step-By-Step – Creating an SQR Pivot Table

Jake (Juice) Brown

Senior Account Manager

This is his method!

You’re welcome!

The Solution: Excel Pivot Tables

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Step-By-Step – Creating an SQR Pivot Table

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Step-By-Step – Creating an SQR Pivot Table

Benefits of SQRs w/Pivot Tables

The Key To Simplicity

• Aggregates search queries

• Clear and simple Sorting

• Eliminates thousands of rows of scrolling

• Find multiple takeaways from the same set of data

Step-By-Step: Creating an SQR Pivot Table

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Step-By-Step – Creating an SQR Pivot Table

Grab the necessary columns!• Search Term• Match Type• Added/Excluded• Campaign• Ad Group• Keyword• Clicks• Impressions• Conversions or converted clicks• Cost• Total conversion value (for Ecommerce accounts)

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Step-By-Step – Creating an SQR Pivot TableKEYWORD EXPANSION

OR LIMITED SPEND?

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Step-By-Step – Creating an SQR Pivot Table

Do your campaign/ad group names include Brand specification?

Yes? Great!

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Step-By-Step – Creating an SQR Pivot Table

No?No problem.1. Add another

column2. Sort for

branded campaigns/ad groups

3. Label them

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Step-By-Step – Creating an SQR Pivot Table

CTRL + A

Selects All Consecutive

Cells

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Step-By-Step – Creating an SQR Pivot Table

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Step-By-Step – Creating an SQR Pivot Table

Create a Calculated Field Based On Goals: ROAS or CPL

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Step-By-Step – Creating an SQR Pivot Table

Goal Metric

Formula for Metric

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Step-By-Step – Creating an SQR Pivot Table

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Step-By-Step – Creating an SQR Pivot Table

Great ROAS, but it’s unlikely that these search terms will be searched again AND convert at a similar ROAS. Low

impressions = low statistical significance

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Step-By-Step – Creating an SQR Pivot Table

Filter By Value Greater Than 30 (for a site with average traffic levels)

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Step-By-Step – Creating an SQR Pivot Table

Limited Spend Example

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Step-By-Step – Creating an SQR Pivot Table

Find Search Terms that broadly match to your keywords, but DO NOT meet goals

Ex: These search terms do not hit the 200% ROAS threshold

CONCLUSION

24-26 October | etc.venues St Paul’s

HeroConf.com/London/ #HeroConf

Would you like an offer?A. Get an account analysis by the experts at

Hanapin (For accounts spending 20k+/month)

B. No Thanks!

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