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Although it is often thought that keywords and search query correspond to the same thing, there are actually important differences between them. A search query is words or phrases that people type into the search engine using keywords. Using the right keywords and combining them with the right words or phrases is an efficient method you can use to increase your business marketing performance. For this, it is very important to analyze the intents of the users well and to find the right keywords. In this article, we will give you information about the important details you need to know about the search query and the effect of these details on your business marketing performance. If you're ready, let's start!
What Are Search Query Types?
It will be very useful to create a suitable search query from three different search query types and to use keywords for this. These three search query types are Informational, Navigational and Transactional search queries.
1) Informational Search Query
They are search queries where users seek clear answers to their questions. People who see these search queries are simply looking for a site where they can find answers to their questions, rather than buying a product or reaching a specific website.
2) Transactional Search Query
These are search queries seen by users who are considering purchasing a particular product. Usually, words such as “get”, “buy”, “purchase” or brand names are added directly. The combination of the right keyword and search query can bring very productive results, as users are searching directly for purchase.
3) Navigational Search Query
They are search queries that come across people who focus on a particular website or product. For example, when we look at the data, "youtube", "facebook" and "amazon" are the navigational examples that appear in the first three rows.
Depending on what the purpose of your ad is, you can use a query for the relevant search query type. For example, if your goal is to create a site like Wikipedia where users can find quick answers, it is more logical to focus on informational search queries. Likewise, if you want users to go directly to the purchasing stage, it makes more sense to create transactional search queries where they can quickly access product information. Thus, you can create search queries that are suitable for both user intent and the general structure of your website.
What Are the Google Ads Campaigns' Search Query Performance Metrics?
When doing performance marketing, we try to understand and explain user behavior. For this purpose, we need to process any concrete and measurable information we obtain and ensure that it helps optimize our content. Key Performance Indicators (KPIs) are the basic elements that we use the most at this stage. KPI metrics, which we use to measure the success of our business's campaigns, to understand where they are missing and to increase success, are of great importance in data analysis. We can obtain the metric values we need through Google Search Console and draw a roadmap accordingly. So what are the metrics we can use to measure our search query performance?
The metric we call “Impression” expresses how many times your link is seen when a user performs any search query. Again, it is a metric we should consider when optimizing ad campaigns on our site, because using the right keywords helps us to come up with the right search queries, so you can create a more widespread brand awareness by getting more impressions.
“Clicks” are every mouse click that takes us outside the Google Search Result Page when we perform a search query. On the other hand, query refinements that take us from one search query to another do not count as clicks. Seeing how many people click on a link reveals how efficient your site's optimization is. If you have a website that gets a lot of clicks, this shows that you are using the right keywords and you can get the highest efficiency in the search query. Likewise, it also allows you to think about why you don't get clicks that you "don't get" and to focus your marketing strategies in this direction. This way, you are more likely to increase your business's conversion rate in the marketing funnel.
Cost Per Click (CPC)
When you use pay-per-click (PPC) advertising, you pay a fee each time a user clicks on your link. This amount is expressed as Cost Per Click (CPC). CPC rates tell you how many times users clicked on the PPC ad and how much it cost you. When you see this, if the cost is too high, it indicates that you are not making the right optimizations and not using an efficient search query strategy, so it is very important to use this metric.
Click Through Rate (CTR)
Click Through Rate, which is determined by dividing the click rate of a link by the impression rate, is another metric we can analyze to track the search query performance. This metric helps you to see how well your business campaign is doing, because you can see how many clicks against impression you get through this CTR, and if your impression number is higher than your click count, you can see that there is a problem at this point and until now It offers a chance to take a look at the strategies you have implemented. You can start by creating a more relevant content for the search query you want to reach in your business campaign.
heybooster presents this data to you fully automatically and quickly and shows you where improvement is needed. Thus, this tracking process, which will cause a loss of time and effort manually, becomes much easier.
Why Is Tracking Google Ads Search Queries' Performance Important?
We know that in your mind, “Is search query performance really that important?” or “What good will it do me to track this?” There are questions like these, but if you want to learn about the marketing efficiency of your business campaign, it is very important to improve your search query performance, and improving this performance requires analyzing the right metrics and making improvements on it. These processes require accurate analysis of your marketing metrics in all areas, as they are multi-step and multi-layered, and search query is only one of these areas.
No marketing campaign you do can be successful on its own, you need to track performance metrics in order to change and develop them in the right direction. The data of the results of your marketing strategies is of great importance to understand how real customers behave and to bring them from awareness, which is the first stage of your marketing funnel, to loyalty, which is the last stage. In this process, it is one of the most important stages to understand what brings you to the top in the search query and to implement the right strategies by using the right metrics on what you understand.
However, of course, manually checking all these metrics will waste time and effort for you. Moreover, manual control may cause you to miss or misinterpret some details. That's why heybooster is here to provide you with fully automatic and accurate information. With heybooster, you don't miss any detail and you get accurate information about Google Ads Search Queries Performance Reports, which are critical in many ways, fully automatically.
How Tracking Search Query Performance Helps to Optimize Google Ads Campaigns?
When you make a Google Ad Campaign, tracking how many people search for your campaign, how many people click on the campaign link, how much your advertising cost is, and the click rate you get against the impression rate you get will help you run your campaign with maximum efficiency. It helps you better understand your potential and actual customer behavior by using data from key performance indicators (KPIs) i.e. metrics (impressions, clicks, CPC and CTR) that help you optimize search query performance. Understanding them is one of the most basic requirements to get customers to take the desired action, because the conversion rate actually shows how successful your Google Ad Campaign is and you need to take the right steps to get the maximum conversion rate.
One of the most basic steps is to track your search query performance through metrics. When you track the Impression rate, you can find out how many times your Google Ad Campaign is viewed and optimize the campaign accordingly. When you look at the click rate, this campaign gives you information about how many people are visiting your link, which allows you to maintain a more successful campaign as an indicator to question why potential customers are leaving the site or why other non-clickers are not clicking. Cost per click rates help you find out how efficient your ad spend is and at the same time keep it under control. Click through rate, on the other hand, is the first step for you to see the differences between impression and click rates and to make plans to increase both. Phone call rates show how many people are calling your business and trying to contact you in this way. Looking at it this way, we can see that tracking metrics is vital in the process of creating an accurate and efficient Google Ad Campaign.
Being successful in this critical issue can provide you with very good returns in the long run. But of course, in the field of eCommerce, where everything needs to be planned and controlled, we recommend that you do not engage in this effortless work without heybooster, your assistant who will make things easier for you. With heybooster, you can check the metrics of your Search Query Performance in detail and get an idea about the points you are good at or need to improve.
How To Get Google Ads Campaigns Search Query Report
With heybooster, you can quickly access Google Ads Search Query Reports in just a few steps. Let's see what these steps are!
1) The first thing you need to do is to register to be included in this useful system where heybooster has prepared every data you are looking for easily and quickly for you!
2) Secondly, click on Integrations from the left menu and connect heybooster with Google Ads.
3) Then click on the Insight Categories title from the left side menu and run the Google Search Ads Performance package
4) Click on Landing Pages and Query Details Of Ads Campaigns on the page that opens.
5) And that's how easy it is to get the data you want with heybooster!
Now that you have detailed information about your performance, you can make the necessary improvements.
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