10 quirky search queries
Looking at search query reports every month (or more) is an important part of refining our PPC campaigns. Search query reports show us exactly what the user typed into the search field to trigger our ads. They allow us to view which keywords are producing irrelevant clicks, and then remove keywords that are too broad and/or add negative match keywords – for example, adding “dog” as a negative match to a massage campaign ensures our ads won’t show up when someone searches “dog massage.” (Sounds kind of silly, right? But it happens – keep reading.)
Here’s a list of search queries that we reviewed last month, along with the intended relevant keyword in parentheses. Before you read them, note that most of these keywords received just one click or a few impressions and don’t make up the majority of our campaigns. Never fear – we’re not actually bidding on these.
10. Why were schools in Topeka Kansas (Colleges in Topeka)
9. Are there any religious truck driving companies (Trucking Companies)
8. Homelessness certification (Social Work)
7. The psychology of Harry Potter (Psychology)
6. Butcher schools in Colorado Springs (Schools in Colorado Springs)
5. Preschool graduation songs (Early Childhood Education)
4. Dog massage training kansas city mo (Massage Classes)
3. How can you take care of your skeletal system (Respiratory Care)
2. How do I lay when I take back xrays (Radiology)
1. How to make mop hat (How to Make Inventions)
These bring up valid questions: How does one become certified in homelessness? And does Pomp and Circumstance not cut it for preschool graduation? Let’s hope searcher 1 finally found what he or she needed (and a purpose) for a mop hat.
As you can see, sometimes we find some pretty interesting search queries through these reports. But they also show us opportunities to make our client’s PPC campaigns even better. By adding negative match keywords and removing keywords that are too generic, we make sure our clients are receiving the most relevant traffic possible. It’s normal to get a few weird search queries here and there, but if we’re finding that these odd searches are making up more than just a few of our clicks (and our spend), it’s time to make a few revisions. Reviewing search query reports is just one part of reaching our main goal: to make sure our ads and keywords are as relevant to the user as possible.