You can’t lie to Google but try to look great on Social Media: Search vs. Display Ads

Social Media has galvanized us to share our best face with the world. Go to any event (e.g. weddings) and you will find everyone taking pictures on their cell phones. This despite the professional photographers trying to do their best and stay relevant in the age of the smart phone.

You have a public persona and you want to always try and look good on social media. You are not lying but just trying to look your best. In contrast, you are asking Google all kind of frank questions (queries) and unless you honestly ask what you really are looking for – Google can't get you relevant results. So you can't  lie to Google!

Against the above backdrop, here is how display and search advertising work:

McDonald Billboard
Display Advertising
: Display advertising works like old media viz. TV, Newspapers and billboards. You expect hungry folks to be looking for food near the above highway exit so the McDonald's  billboard should help.Similarly when you put out a display ad on a particular show on TV, media planners have viewer data and try and match viewers to your target market. In a similar way display advertising on any Internet platforms like Google, Facebook,Instagram, Twitter etc. try to put out your ad to an audience that you can select by geography,demographics interests etc. Google's display ads work based on content (e.g. blogs,YouTube channel) owner sign ups (the AdSense program) who get a small commission on display clicks that happen on their website. Social media platform use data analysis of the behavior of the user base to identify characteristics of the audience that are relevant to marketers. Platforms do "talk" to each other and you see those creepy ads following you across the Internet after you looked at a product on Amazon. This last bit of stalking is based on a "cookie" dropped on your browser (with your permission given at some point) and is called "Remarketing". Marketers hope is that constant reminding will urge consumers to buy in very much the same way as TV ads for Coca Cola should hopefully remind you when you are at the grocery store.

To summarize, display advertising on the Internet, mirrors old advertising that does work to inform,remind and persuade. This approach is also called "outbound marketing" or push marketing.  Today online display advertising can be started with pennies and without the whole lot of investment that is needed for TV, major newspapers or websites. The digital world allows for much more granular data and targeting and the better you know your market – lesser is your advertising expense. And this after discounting the "best face" that we tend to put on social media!

Search Advertising: Search advertising, on the other hand, triggers ads based on what you type on the search (e.g. Google) bar. Here, nobody searches for stuff without reason. This reason is an initial interest (however random) in your product category. In the physical world And you would be amazed at the search terms that people use, whatever your product. This amazement takes several forms for example a  local pizza  delivery following the AIDA model :

Do they really not know?Or do they ask random questions on Google?: The marketer scratches her head wondering if people really don't know. Against broad match search the pizza marketer is incredulous at a search query "what is pizza" coming from the US. Perhaps the person landed from the moon, the marketer wonders… somewhat annoyed because she just paid for that click! This stage for the consumer  is understandable and is a stage where you as the marketer are building awareness, of your category.

Is that interest? Someone might type " pizza places nearby" and this suggests that the person knows about pizzas and is just checking out what is available nearby. The order might not be immediate , but they might remember when they really want to order. Here display advertising exposure can help because the customer is already in the path to purchase.

Is that desire? If the search term is "thin crust pizza nearby" you can assume that the person is familiar with thin crust pizza and has moved along the purchase path. If you don't offer thin crust pizza – your ad was a waste for now, but tells you that you might want to add thin crust pizza to your product line.

Finally action..  A search term like " piza delivery now"(and don't worry about the mis-spelt pizza !) might indicate that the searcher is now ready to order.

To summarize, in search advertising the searcher is (a) serious (b) truthful and asks things they really want to know about for Google does not judge you! The searcher is on a path to purchase provided that they are reminded through display advertising. The process of the customer searching for a need and finding your product is also called  "inbound" marketing

Marketers need to appreciate that target customers are at different stages of purchase and need to be given the right message at each stage. Here search and display work together. Research suggests ( see Kireyev,Pauwels, and Gupta, 2016) that when search and display work together $1 invested in display gives $1.24 return but returns $1.75  on search. In the context of a commercial bank they find that there is under investment in search advertising by 36%.

For there is nothing as powerful as the customer calling you!

Market Segmentation and Targeting: Why Trump did not go to California in 2016

Market segmentation and targeting is probably the hardest concept in marketing. Strangely once understood even the savviest marketers seem to flip-flop in their marketing execution.

For those dear readers who followed the 2016 US Presidential election the map below (Source : Philip Bump, Washington Post,Donald Trump spent more time in the states that handed him the presidency) visually explains the point.

TrumpPence2016

 

 

Ask anyone familiar with the 2016 US election- the answer will be unanimous!

Q. Why did Trump not campaign in California in 2016?

A. Because the Trump Campaign did not see a way to win the majority vote in California. US Presidential elections are based on electoral votes, and all the electoral votes of the state (e.g. California) are won by the candidate who wins the popular or public vote. (See Electoral College

In the US Presidential election, the point is to win the majority of the public vote at the state level. If you win the majority – you get "all" the electoral votes of the state. The idea of "winner take all".

If you think back to the 2016 US Presidential Election, the Trump campaign focused efforts on states that were possible to win (e.g. Pennsylvania, Michigan, Wisconsin)  and involved less time in travel. This saving in travel time is huge because air travel from New York to California takes six hours while Pennsylvania might be just an hour. It frees up the campaign to focus on places where there was a "chance to win".

In any market, once you identify customers you might be "likely" to win the rest of marketing can follow easily . These include sharpening your product offering (in elections this could be what the candidate promises) and your advertising including reaching people through traditional and digital marketing.

The most difficult part of segmentation and targeting is the discipline of being able to stop trying in markets where there is little chance of success. Thus the Trump campaign was disciplined enough not to waste too much time or resources in California in 2016.

 "Giving up" a market at the planning stage seems to be a huge challenge. Once the marketer is able to decide which markets to not focus  on, segmentation, targeting and later marketing can be a great success.

Do you donate to charity to get a tax break? – of Donors,Charities and Governments

 

The recent US Tax changes, increasing the standard deduction has caused alarm in the non-profit community. Some experts  believe that donations will decline from $ 309 Billion  in 2016 by upto $20 Billion.  This as  people will stop donating since cannot itemize their taxes from 2018. Thus, during year end 2017  there was a great deal of popular advise to folks to donate to their favorite causes and take a deduction in 2017. It is expected that the 30% US tax payers who itemize will decline to 10-5%  for 2018. An accounting and tax view for 2018 can be been on accountingweb.

Tax Deduction for Charity WorldwideThe world does provide tax incentives for charity donations as this 2015 study by Global Impact and KPMG suggests. The graphic from the KPMG study that was conducted in 43 countries shows that 89% offer some sort of tax benefits for charity donations. Understanding the motivations of the three entities Donors,Charities and Governments is interesting and here are some thoughts:

Donors: Donors have all kinds of motivations and tax saving is only one small part of it. Within the category of people who are motivated to give for tax savings there are large differences nationally. On one hand , in eastern cultures including Japan and Taiwan people are more sensitive to tax benefits. In western cultures like UK and US people are less inclined to be motivated by tax benefits. The poorer folks in these countries sometimes don't know about itemized deductions.  Surprisingly the very rich do not  care about  the limit to what they can deduct. Here is a  quote from Warren Buffet  in David Joulfaian:

“My 2015 return shows adjusted gross income of $11,563,931. My deductions totaled $5,477,694, of which allowable charitable contributions were $3,469,179” and an additional contribution of $2.85 billion were not taken as deductions and never will be.” –Warren Buffet

Charities: Charities exist because Governments are unable to do many human services for the less fortunate. Charity workers tend to be highly motivated for their cause and in most cases are able to make a difference to the people they serve. The origin of tax deductions for charity was to try and motivate high tax paying folks to save some taxes through large donations. This was at a time that high incomes attracted 67% plus taxes.

Governments: Governments need taxes to provide capital intensive services like roads and infrastructure. Worldwide Governments are realizing that the masses are not looking for the tax deduction before deciding to donate.The masses care about jobs and disposable income and would happily donate without looking for a tax break if they had the money. Thus for example, in India the tax deduction has been reduced to 50% of the donated amount when the tax base is just 1% of the population.

All in all, the worst estimates for US donation decline is from $309 Billion to $289Billion under the 2018 tax law.This is the $20 Billion for 20% of tax payers who are expected to go for the standard deduction instead of itemized returns. There were about 150 Million US individual tax returns filed in 2016. For 2018 year let's say 30 million will take the standard deduction and might give $20 billion less to charity. That works out to under $700 per  person.

Charities need to reach out to their donor base and better explain what they do and the impact they have.  We believe that the US donor will come through with donations right across the rich-poor spectrum. If the economy continues to do well we are likely to see a rise in receipts at Charities that is not itemized at all! [Disclaimer: We do not claim expertise in tax law or accounting. Our dear readers and charities are encouraged to discuss tax related matters with their tax accountants ]

Blockchain will make supply chains stronger but challenge brands

Blockchain-StratoServe
Blockchain technology will start shaking up supply chains and brands. But first, what is blockchain? Here's our take:

Blockchain is a distributed accounting ledger . A mechanism to share how much was paid and received by whom, where each transaction is verified on a peer-to-peer basis. Sort of like verified reviews on Amazon. The person did buy the book.. so you can be sure that the review is not entirely "fake," as in many other web and social media contexts.

Money talks. More so, if you can record it at the level of individual transactions. And that's what blockchain promises to do. Here is how it will impact supply chains and brand power:

  1. Supply Chains are about  the flow of goods,services downstream towards the final customer while there is a reverse flow of information and money upstream. What does the final B2C customer feel about the product and experience? Can you change something in the product (innovate)  to make the customer happier?  It's on the money side of transactions that things become difficult to reconcile. Obviously, if you don't pay as a customer online retailers will not ship and store security will come after you! What about the upstream manufacturers – the business that made the product, the firm that made the packaging or the transport contractor who moved the goods from factory to wholesaler.  It takes years for each of these channel partners to get to know each other,develop trust and commit resources to make everything work. If blockchain does become more widespread then upstream suppliers specific to an industry will be far easier to find. Entry barriers will reduce drastically, as it becomes easier to enter an industry.
  2. Brands are supposed to make things easier for the customer. They give comfort for quality and reliability.  Brands  take years to develop.Some upstream brands try to advertise (like Intel chips for computers) and are thus able to attract a better price in the supply chain. Blockchain at its best will let you know exactly who your competitors bought from and for how much. Such transparency will spur innovation. However, brand premiums will erode in a way similar to the way store brands work at the consumer end. For example, a large segment of pharmacy consumers are happy to buy the CVS brand vs. the Tylenol brand for much lesser. Since the upstream B2B buying process is highly technical with very knowledgeable buyers, we can expect that with transaction level information via blockchain winners may take all . And resting on brand strength including B2B relationships will not be enough.

All in all, Blockchain will need a good rethink for supply chain, marketing and innovation. As always, those who care for the final consumer will thrive even more with blockchain.

We wish our readers a very Happy New Year in 2018!

“Getting found on Google” – how does Google think?

How does Google think-StratoServe
At a recent event for our local Cheshire Connecticut  Chamber of Commerce we presented a "lunch and learn" session. The purpose was to help the audience (thanks attendees!) understand the "secret" of being "found on Google." A great starting point was to understand how Google "thinks."

Instead of trying to second guess the latest algorithm that reportedly contains over 200 factors, its far easier to intuitively understand the business of Google. And that's not a secret and reading the Google founders story makes things clear and here are some quotes from the story- with some explanation:

Goal of Google:“to organize the world’s information and make it universally accessible and useful.” Basically, Google is a "Mega" Library where each book is a page. This page is categorized against questions that searchers ask. The question might be a word, a few words or an entire sentence. Professors today have a hard time putting out online quizzes because entire questions and answers pop up if you Google the question! The fun part is that the super-librarian Google pulls up the answers to just what we are looking for almost immediately. Your web-page server may be down but Google has your back and produces the last page they indexed through their "bots" that crawl the web. You don't go to Google. They come to you.

How Google does it: " they built a search engine that used links to determine the importance of individual pages on the World Wide Web." We guess that this has a lot to do with the way scholarly research works – something Larry Page and Sergey Brin were doing at Stanford. Here is the academic paper : "The PageRank Citation Ranking: Bringing Order to the Web" that the founders wrote. "Citations" (see dictionary.com for other meanings of citation)  in the scholarly world means what other scholars have cited your work. Scholarly works tend to be very narrow in focus- usually only a few people understand what you are talking about. And then they cite you in their own research. Scholarly citations are used generally to strengthen the citing author's argument.  It's a big deal for the author being cited and an easy way for newer scholars to identify the high impact scholars (on anything!)  just by the citations. This brilliant age old academic insight is the guiding force of how Google ranks your page. If other knowledgeable people (estimated by Google) cite your page then your page is ranked higher. Facebook,Twitter, LinkedIn signals are also picked up and we guess that Google is always trying to improve this measuring of importance of a particular page against a particular search query.

 What is Google's "purpose" or mission : "The relentless search for better answers continues to be at the core of everything we do." So why is Google so focused on making billions on AdWords ads?- the skeptic might ask. Yes, Ads make money for Google but irrelevant ads are difficult to show. If you promise something in your ad and you don't deliver on the landing page and visitors leave ( bounce) your AdRank goes down and it becomes costlier to advertise. And if there are better competitor ads with  better searcher experiences, you find that paying more money for clicks will not get you a spot on the top. Ultimately Google's "purpose" is making the searcher happy.

To summarize, Google is in the business of making searchers happy by getting them results on their "search intent". So your search results from home  can be  different from work or another location. And could be different for friends in the same location.

Understanding how Google thinks will go along way in improving your web presence and impact. 

Educating the customer is a central task for marketers

Educate the customer-StratoServe
The days of information asymmetry are over. Information is no longer power. And Google and other search engines are just getting started.

The notion of the used car salesman trying to sell a “lemon” is a relic of the pre-internet era. Today, the entire history of a used car is available to consumers through services like Carfax and – people use it. And there are many websites to tell you the value of a car.If you are a business looking for repeat customers, hiding information from customers will not get you loyal customers or  repeat customers. And as you know, your bills are paid by repeat customers.

In the past ,customers had no way of easily checking out the value they were getting from their current supplier. Today a few seconds on Google will get you answers to a variety of competing offers,reviews on everything from lawn care to car loans, doctors , real estate, mortgage  or whatever.Customers do research on certain sites and then buy direct from the brand. A shocking example is for airlines where people search on travel sites like Expedia and Travelocity and then buy from the airline, for the same price or even slightly higher. Why ? Because it’s easier to get services like flight changes from the airline than a travel aggregator.

Educating the customer about the value you provide is a central task for marketers. Here are some thoughts about educating customers:

  1. Don’t assume everyone “knows”: For example, people in the US understand that for complicated home projects a licensed electrician is a must. Thus  an electrician’s website has to merely explain that they are licensed. Surprisingly, there are electricians who don’t see the need of putting this out on their website as they assume that – “its obvious”. There are many exceptions where handymen compete with electricians for lower skill tasks like changing a light fixture at lower cost.
  2. FAQ’s can help: You know what the frequently asked questions (FAQ’s)  are. Why not explain them on your website so that people don’t need to call?  Consider the times you have not called a business because you were only mildly interested. The good thing is that when they do call, they are more prepared to buy.
  3. How to” directions for your product /category can be great: If you are reading this post – you would have looked at “how to” videos on YouTube. For everything related to using software to understanding how to operate a particular function on a gadget. And it’s fine to share a video (that you find on YouTube) that helps your customers to understand better. Consider, that you are constantly liking and sharing stuff on Facebook etc. anyway- why not share with customers who come to your website? And helpful videos make current customers happy which is a great way to get referrals.
  4. Be mobile friendly: If your web content is not mobile friendly you may be losing half your visitors. These might have arrived at your website via search, PPC (Pay-per-click like Google AdWords), your email, from social media. If your content is not mobile friendly people will leave.
  5. Make life easier for customers: We tend to underestimate the difficulty of our processes for our customers. Our favorite example is the experience of calling in to a business. The caller faces an IVR (Interactive Voice Response) system that takes 2-3 minutes to reach the voicemail prompt. Most millennial customers are unlikely to continue to try and get the message through.

Starting with these tips can get things going in educating your customer.

About StratoServe Digital Marketing Services.

Why Big Consulting is able to compete with Big Ad Agencies for Digital Marketing work

Big consulting-ad agency-StratoServe
Big Consulting firms are competing with Big Advertising agencies according to E.J. Schultz in the current issue of AdAge. Big consulting firms like IBM, Accenture , PwC and Deloitte are growing their digital marketing practices and competing with big ad agencies like WPP, Omnicom, Interpublic, Dentsu etc. for digital marketing work. Here is a quote from the article that summarizes the trend:

“The big consultancies are underestimating the value of creativity [and] the agencies are under- exploiting the value of business analytics,” said Ivan Pollard, senior VP-strategic marketing at Coca-Cola Co. “Someone’s going to crack that soon because data plus creativity is the future.” (From The Race is On, EJ Schultz, Ad Age, May 1,2017)

The trouble is that  big consulting firms are structured to have some great “right brain” analytical skills while Ad Agencies are structured to have great “left brain” skills. And here is why this seems to be happening:

  1. Digital advertising is no longer “half wasted” due to data: The famous saying that half the advertising is wasted applied to the pre-digital era. You really did not know for sure which ad was working unless you asked the customer every time she bought your product. Even then it was hard to determine whether it was the newspaper ad or the billboard that helped convert the prospect to customer. No longer true with digital data.
  2. Digital marketing data: Attribution is far more possible today and you can track conversions online. You can track back to which ads were working and which were not. In fact multi-channel tracking of consumer response to offline advertising like store displays and TV provides far greater accountability to marketing expense.
  3. Big Consultants are about process and boots on the ground: Big consultants are about process. They are very good at putting hundreds and thousands of employees on client jobs that need to get done. The clients don’t see the skills as core to their mission and are happy to have consultants do the work. These consulting firms hire college graduates with quantitative skills and these are very helpful in the new world of data driven marketing. Moreover, hiring and work is all about putting boots on the ground at the client’s office.Since there are deep connections already with the CEO,CFO – it is just a step to find a connection with the CMO.
  4. Ad Agencies are about creativity: Ad Agencies are all about creativity and have existed because it is hard to be innovative and creative within a rigid manufacturing environment. And great manufacturing setups need to be rigid to ensure consistent quality. Therefore in-house advertising agencies don’t work well partly due to formal rigidity and the politics of organizations that do not foster creativity and innovation. Ad Agencies recruit for creative skills for the back office (Art Director, Copywriter) or customer skills (Account Director). They have tried to catch up with big data and marketing analytics and one big regional agency proudly showed us the tech area that is physically at the back-end of the office!
  5.  Structurally not designed to do the other’s job: The big consultants being strictly process and “right brain” driven are great at building relationships at the C-Suite and armies of young college grads (MBA,Engineers) build relationships at the working level of client companies. However, the free-wheeling aspect of highly creative “left brain”  ad agencies cannot be replicated at the client in-house or at the consultant organization. Similarly, trying to infuse data driven “creativity” in ad agencies is difficult because everyone in the agency hated math from childhood!

All this brings more challenge to the CMO:

  • How do you get the creativity of ad agencies ?
  • And the analytic power and insights  of consultants?

As the economy becomes more about knowledge and ideas- it might not be such a bad idea , to keep the two tasks separate with the CMO doing the coordination. About StratoServe Digital Marketing Services.

Landing Pages for SEO vs Landing Pages for Advertising

Landing pages SEO vs Advertising -StratoServe
A landing page is a specific page on a website where a web visitor “lands”.

Your web visitor could be a prospective customer looking for your solution or an existing customer looking for customer service. Your customer can get to your web-page or landing page in two ways a) through your content based SEO or  b) Paid advertising  (like Google AdWords, Email marketing). Here are the differences between the two paths:

Landing Pages for SEO- is all about content: As explained in SEO related posts ranking on Google is all about content- on a particular web-page. Great content simply answers a query that web searchers may put to Google. These searchers may not be customers. For example, one robotic equipment maker told us that they don’t want to incur advertising costs and have a lot of robotics class  high school students have paid advertising visits to their website. But in SEO you really can’t control who visits your webpage if you have content that clearly answers a question that an Internet user asks. However, if  a high school student who loves your robotics business page decides to share on Facebook or Instagram… your business wins, as your page keeps rising in the web rankings. Over time great content that help answer people’s problems, does help businesses-hugely. Great content takes a lot of time and effort and is thus not free. But what if you wants results quickly?

Landing pages for advertising is about matching search terms and ad content: Businesses are looking to meet the targets for this quarter and cannot depend only on SEO and great content creation. The quicker option is to advertise online using search advertising like Google ads. In addition, it’s good to advertise on display advertising where your ad show on social media (LinkedIn,Facebook) and you can choose to advertise based on demographics,interests and geography. For both search and display you can choose tight targeting. Thus the robotic equipment manufacturer can exclude school age students and try targeting only folks in the 30’s to 60’s who might be more involved in an equipment buy decision in customer companies.

Once you tighten your targeting its very important to match up the ads you put out to the landing page. Generally its better to avoid landing people on the homepage of a website because there are too many things going on. Ideally the ad should partially answer the search query in search advertising and the landing page should further explain the ad, the visitor clicked.  In display advertising the landing page needs to align with the ad’s content. Thus, if you are advertising “roses” for a flower business – you don’t want the landing page from the ad to be the sunflower page.

There is an entire industry that tries to improve the landing page experience. Implied here is that you are talking about primarily your  ad driven traffic. This is a limited view according to us, because it does not account for the thought processes of the customer at the earlier stages of the sales funnel.  Given that people will research at least nine times before reaching out to a supplier particularly for high value items! About StratoServe Digital Marketing Services.

If they haven’t Googled about the problem you solve …

Drill bit quote- Theodore Levitt-StratoServe
You are making sales calls and some customers are unresponsive even after initial conversations. It is quite possible that these people do  not have the problem that your business solves. They haven’t yet Googled about the problem you solve!

For people are looking for solutions to their problems and all businesses exist to solve customer problems.  The famous marketing quote from Theodore Levitt in Clayton Christensen illustrates the idea:

People don’t want to buy a quarter-inch drill, they want a quarter-inch hole

So if they have no need to drill a hole, it’s unlikely that they’ll Google “best drill bits.” And drill bits need the customer to own a drilling machine. If you are a new and improved drill-bit maker you could think of  three segments of potential customers:

  1. Those who need to drill a hole, have a drilling machine but no appropriate drill bit: For this segment, its useful to have digital content and advertising messages that solve this type of customer’s problem. This customer segment is already familiar with drill bits and might search for a specific application ” drill antique wood door hinge”. If you have a solution, you probably got that business.
  2. Those who do  need to drill a hole but have no drilling machine: This segment already has the need and your bundled offers that include drilling machines could resonate. Most drilling machine makers would be willing to work on a special deal with drill bit makers if they were selling online. This type of customer might search “replace hinge antique door and drill holes.”
  3. Those who do not need to drill a hole and have not used a drilling machine: For this group good content marketing could help if eventually they had a problem (eg. changing hinges on antique doors, now need to drill a hole in wood). Content could include tips on  how to drill wood, drywall and metal. This is the segment that needs education (how easy it is to use a drilling machine) and a step by step guide to the use of particular drill bits.

Businesses do understand that they have different segments of customers who are facing different types of problems as illustrated above. While the solution offered by a business (eg. drill bits above) may work immediately for some people (A,B above) some others would need education as in C above.

Search advertising, like Google AdWords  works best for A) and B) above but is not applicable for C) because the customer is not searching!

About StratoServe Digital Marketing Services.

What are your customers searching for? – The Search Terms report in Google AdWords

Search term report -StratoServe
What if you could know what exactly your customer typed on the Google Search bar that led her/him to your website? The “search terms” report in Google AdWords is an amazing way to do just that.

The search terms report tell you exactly what your customer typed on the Google search bar. The search terms are matched to the keywords you have purchased and a particular ad is shown. If you have conversion tracking set up – you know your customer’s journey.

The search term report gives some great insights to change your web content and web marketing approach. Keep in mind that Google data is anonymous at the customer level for privacy reasons. However, the aggregate information available is helpful in understanding the “search intent” of your web visitor.  And if you are answering the exact questions that your customers are asking, growing sales is natural.

Once you have generated a search terms report from your AdWords data, here are five questions to ask and move your digital marketing into high gear:

  1. Early or later part of sales funnel ? The report lets you assess  if the searcher is at the early stage of their buying research. If you are a car dealer,  general search terms like “pros and cons of convertibles” suggests that the searcher is still deciding whether a convertible car is right for them.  In contrast, “red convertible Ford Mustang” suggests that the customer is close to making a decision. You may consider a landing page that has a section on “Why convertible?” and you can provide some guidance to the customer to make a better decision. The web page can lead via  links to a) The convertibles in stock b) Other options to consider.
  2. What kind of keyword match and negative keywords?: Keywords are what you buy and these are matched to the search terms. For example a broad match keyword “convertible” will trigger against the search terms mentioned above.  However, your ads will show if someone types “convertible awnings” and these are not customers you are looking for. Having “awnings” as a negative keyword will ensure that your ads don’t show to folks who are looking for convertible awnings and not convertible cars.
  3. Is your ad matching up to the search term? Looking at the search term and the ad that showed gives you a sense of whether the ad is speaking to the search intent of the searcher. Yes you got a visitor from the click but it helps if the search intent and the ad messaging is well aligned.
  4. What’s the landing page corresponding to the search term? The key to lower advertising costs and better SEO ranking is the landing page experience. If the landing page does not answer the search intent of the customer and there is a bounce (i.e. the visitor leaves)  your Ad Rank goes down and your ad does not show.
  5. Which search terms lead to conversion? If you have an e-Commerce website you can identify the search terms that lead to conversions. This can be very helpful in bidding for the particular search terms and adjusting the match types, device types.

To summarize, the search term report gives amazing insight to actual customer behavior. And that can be very useful in your web marketing efforts.

About StratoServe Digital Marketing Services.