Avoid wasting your hard-earned money and start optimizing your campaigns efficiently. In this episode, Regina Bellows, Executive Director of our sister agency, StarterPPC, dives deep into helping a unique client - a farm selling exotic fruits. She provides insights on identifying higher purchase intent keywords, adjusting match types, and using metrics such as Click Share to improve campaign performance.

With the help of this expert advice, learn about the challenges of messy keyword research so that you can make informed decisions while improving your campaign’s performance!

This video is from StarterPPC’s YouTube channel, check it out if you want to maximize ad spend & achieve better results with a smaller budget:   

 / @starterppc  

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0:00 Stop Wasting Money: How to Analyze Keywords for Effective Ad Campaigns

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18:53 Interesting column to help with keyword research

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Hey everyone, Regina

here with starter PPC.

2

Join me.

3

We're going to look through

an inbound search campaign.

4

We're going to see if there's anywhere

we can cut costs, make the campaign

5

a little bit more efficient, get it

to stop wasting money and, hopefully

6

reallocate some of the budget to

the better performing keywords.

7

So let's begin.

8

this is one of our clients

and they are actually a farm.

9

It's unique, but they sell a

subscription to exotic fruit.

10

They also have exotic fruits.

11

Gift boxes, and they also

have a nursery right now.

12

We're just going to be looking

at the fruit keywords in

13

the inbound search campaign.

14

since they are an e commerce company,

most of the budget is spent on the

15

shopping network in other campaigns.

16

But the.

17

Inbound search campaigns are usually

the ones that require the most manual,

18

heavy lifting to get them to, become

optimized and working appropriately.

19

so right now I just have the last 30 days

pulled up and I'm looking at all keywords.

20

So keyword status all,

and then I put a cost.

21

So I only want to see the

keywords that have spent at

22

least 1 within my date range.

23

Cause I just want to filter through any.

24

irrelevant data, it's not spending

enough to really even matter.

25

so you can see here that we're

using exact match keywords.

26

fun fact, when we first started,

we were using broad match.

27

Then we ended up moving to phrase match.

28

And then we ended up

moving to exact match.

29

We didn't really know what

to expect with a farm type.

30

business model.

31

And it turns out that there are a lot

of people out there that just want

32

to look up pictures of fruit and have

no intention of actually buying them.

33

The problem with keyword

campaigns is the algorithm will,

34

it's going to waste your money.

35

It's going to go out and it's going

to see that, there's a huge amount

36

of people searching for fruit.

37

and it's going to try to, bid on all of

those placements, And even if you tell it,

38

Hey, I want you to maximize conversions.

39

You can't really trust Google care, right?

40

You can not really rely on those

automated bidding strategies.

41

That much because Google has a more

incentive to, fill those placements

42

for those, keywords like exotic papaya

fruit that person probably has very

43

little intention to actually buy fruit.

44

But Google loves to fill those placements

because if it can get the click, it

45

gets to, collect its commission, right?

46

So you just have to make sure that it's

not wasting money, especially if you're

47

using those automated bidding strategies.

48

so we ended up switching to exact

match after a while of trying the

49

broad match and then the phrase match

because we wanted to rein it in, right?

50

Rein the algorithm in.

51

We don't want it to bid on things

that are just people looking up

52

fruit information or fruit pictures.

53

We want people that are

like wallet in hand.

54

I want to buy some fruit

on the internet, right?

55

that's what we're trying to identify.

56

And that's why we are restricting it.

57

And we're saying, Hey, exact match.

58

This is the most strict type of

keyword we want you to go after.

59

search terms where users are searching

for something that is very similar,

60

almost synonymous to this phrase,

that's what exact match means.

61

I'm going to sort by cost and I actually

want to see more data than this because

62

this is only 340 in the last 30 days.

63

Again, this is not a big money spender

compared to our other campaigns.

64

the client is spending,

under 5, 000 overall.

65

Because, at starter PPC, we

manage, businesses that have

66

budgets of 5, 000 or less.

67

but even still within that small

budget of 5, 000 or less, this search

68

campaign is spending, Not as much

as the, shopping campaigns, but

69

it's still spending money, right?

70

So I'm just going to pull up all time

data so I can see as much as I can.

71

I can see that overall in this

campaign, 2, 000 has been spent.

72

all of it in, since summer of 2023.

73

So a few months ago, and

here's some of our old broad

74

match keywords that we paused.

75

so I'm just going to see what we can see.

76

So the one that's spending the

most is exotic fruits delivery.

77

second most fresh exotic fruits is

spending the second most, which is

78

little more than half the amount

that the main keyword spent.

79

this is very interesting.

80

So exotic fruit delivery indicates

that somebody has their wallet

81

in their hand and they're asking

for fruit to be purchased on the

82

internet and delivered to their door.

83

And the click through rate on this one

is 17%, And then fresh exotic fruit.

84

has some purchase intent, right?

85

Somebody is looking

for fruit that's fresh.

86

So they're probably not just looking

for images, and they're probably not

87

just looking for information, but maybe.

88

But because they're not saying I

want it delivered to my door, it has

89

a slightly lower purchase intent.

90

And so you can see that the click

through rate here is only 5%.

91

416 clicks on this one,

400 clicks on this one.

92

So we have plenty of data to get a good

average on that click through rate.

93

And this is what happens, you guys.

94

People search for something.

95

The sponsored search

results are at the top.

96

The organic is at the bottom.

97

Someone who has an intent to buy

is more willing to click on an ad.

98

They're going to be fine with dealing

with those sponsored search results.

99

And someone who is not interested

in buying, they're looking up

100

fresh, exotic fruit for some other

reason, those are going to be more

101

likely to skip over the sponsored

section and go right over to the.

102

organic search results because

they're looking for articles or maybe

103

they're even going to click over

to the images and look for images.

104

Let's just, to see what is the conversion

rate on these conversion rate, so we

105

have a slightly higher conversion rate

even on the exotic fruits delivery one.

106

So 0.

107

7.

108

2 percent on exotic fruits delivery

and fresh exotic fruits is 0.

109

5%.

110

Now, if you guys are going, Oh my gosh,

these conversion rates are very low.

111

Just keep in mind that this

is not the only ad that most

112

people interact with, right?

113

So probably what's happening

is the conversions.

114

If there's to add interactions, one

from the search campaign, one from the

115

shopping campaign, the algorithm is

attributing most of that conversion

116

to the shopping campaign and only a

small amount to the search campaign.

117

data is not really relevant in judging the

business model as a whole, or using that

118

conversion rate as a benchmark for this

business, we would have to go to the all

119

campaigns view and look at the account

holistically to try to determine that.

120

and actually even better is to look

at the actual conversion rates of

121

the website from Google analytics.

122

So that you're not relying

on Google's attribution and

123

their ability to track users.

124

but we can at least compare two

keywords to each other, right?

125

0.

126

72 up here, 0.

127

5.

128

The click through rate is insane.

129

And so that's going to result in, a ROAS.

130

Oh, okay.

131

This is interesting.

132

So the ROAS on exotic fruits delivery

is actually lower than the ROAS, return

133

on ad spend for fresh exotic fruits.

134

Even though these two

numbers are different.

135

So what could be the difference?

136

Okay, cost per click is higher on

this one and lower on that one.

137

That makes sense, right?

138

This is going to be

higher purchase intent.

139

So it's going to be higher competition.

140

how much data are we dealing with here?

141

Okay.

142

So we're dealing only with three

conversions here and two conversions

143

here that have been attributed to

those keywords into this campaign.

144

So we don't have a lot

of data to work with.

145

I think what we should do is dig

into this a little bit further.

146

Fresh fruit delivery, exotic fruit

box, passion fruit delivery, dragon

147

fruit delivery by passion fruit tree.

148

We can dig into all of this.

149

if I sort by conversion

value divided by cost.

150

Fresh Fruit Online Delivery has

one conversion at a very high ROAS.

151

Passion Fruit Delivery has two

conversions at a pretty high ROAS.

152

So we would like to spend

more money on this one.

153

It's only spent 86.

154

because it's more specific

passion fruit delivery.

155

Someone definitely wants to buy that.

156

Okay.

157

I think what we should do is keep

all this in mind, head over to the

158

search terms and see what we can see.

159

This type of keyword

research is very messy.

160

You guys have to sometimes.

161

You feel like you're going in circles.

162

You're going back and

forth between keywords.

163

You're going back and

forth between search terms.

164

You're pulling up all data.

165

You're pulling up last three months.

166

You're pulling up different columns,

you're sorting, you're unsorting.

167

and so it's messy and, there's no right

or wrong way to do it, but I'm going

168

to show you how I think through it.

169

so let's.

170

See what we can see here.

171

Okay.

172

So I'm going to sort by cost.

173

So the search terms, this is what the

user is actually searching for, right?

174

And it matches up with a keyword.

175

So we told it to go after

fresh exotic fruits and the

176

algorithm bid on exotic fruits.

177

And this is the search term that

has spent the most amount of money.

178

Wow, by far.

179

The next closest one has

spent 97 instead of 119.

180

and yet it's received zero

conversions that have been attributed.

181

162 clicks and not a single conversion.

182

So this is a prime example

of the algorithm seeing.

183

Tons of people looking for exotic fruit,

deciding it matches up with our keyword.

184

Even though we've chosen

exact match, right?

185

It's just ignoring the

word fresh and fresh.

186

In my opinion is the only part of that

keyword that indicates purchase intent.

187

Because if someone's searching for exotic

fruit, they probably just want to read

188

about or see pictures of exotic fruit.

189

If they're searching for fresh exotic

fruit, that means they're actually

190

looking for fruit that's fresh, right?

191

So they're probably looking to

buy it, or at least they're much

192

more likely to be looking to buy.

193

and yet, because the amount of people

searching for exotic fruit is so

194

vast compared to fresh exotic fruit,

the algorithm just takes liberties.

195

It goes, I know they want the exact

match, but it's close enough, especially

196

considering how big this market is.

197

I swear, that is how the algorithm thinks.

198

Because it's close enough, especially

considering how big our opportunity is

199

over here, how big the market size is.

200

it's continuing to waste money

here without a single conversion.

201

even though we're using an

automated bidding strategy.

202

Okay.

203

Exotic fruit box.

204

Second most spend.

205

It has 1.

206

52 conversions attributed to it.

207

the cost per click is higher, which

makes sense because someone looking for

208

a box is a much higher purchase intent.

209

And, This is.

210

1.

211

53 ROAS, Hi there.

212

Quick interruption.

213

Do you know the main thing that

prevents small business owners from

214

getting their Google Ads account

into a position to grow and scale?

215

Budget.

216

A lot of businesses, especially

those that are just starting

217

out, have limited budgets.

218

And so because of this, they're turned

away by most ad agencies because most ad

219

agencies have minimum budget thresholds

that they're willing to work with.

220

So what happens is the business owners

end up learning Google ads themselves.

221

And the problem with that is

that most of the advice online is

222

geared towards larger accounts.

223

And the advice doesn't have any of those

strategies or tricks that can kickstart

224

the algorithm into giving a small

account a leg up over larger competitors.

225

So it often just doesn't work.

226

And the business just ends up

losing money month over month.

227

If this sounds familiar

starter PPC can help.

228

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229

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230

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231

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232

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233

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234

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237

Okay.

238

Back to the video.

239

Okay.

240

So we're looking at two conversions.

241

At least it's not one Double the data.

242

Woo.

243

153 is not bad for ROAS.

244

what we're seeing in this account is that

if we're getting a ROAS around 180, that's

245

a MER of I think that's a MER of 400.

246

ROAS.

247

being 152 is really not bad because

that's going to equate a really high Mer.

248

and this company gets a lot of

returning customers because they have

249

a subscription box so that Rose really

doesn't have to be that high in order

250

for the business to be profitable.

251

It's a good business model.

252

Y'all should start a farm.

253

okay.

254

So here again, exotic fruit.

255

Oh my goodness.

256

Another 90 towards the same

keyword as the top one.

257

Only this one's plural and this one's not.

258

So we have to add both of these together,

an extra 98 clicks to the wasted spend.

259

Oh, and here we have one conversion

at 167%, which sounds great until

260

you factor in the fact that this

top keyword is the exact same.

261

keyword and that brings

that row as way down.

262

yeah, I'm very skeptical about this.

263

I think that what we need to do is dig

into this keyword, fresh exotic fruit.

264

So I'm going to add a filter and

say keyword text contains or I guess

265

let's do equals fresh exotic fruits.

266

We'll just look at this data.

267

Alright, so overall this

keyword has spent 295.

268

That we can see, right?

269

Google doesn't share with us all search

term data, which is very frustrating.

270

and out of that almost 300, we

have one conversion at a row as

271

conversion value divided by cost of 0.

272

51 again, I'm looking at all time

data here, there's 32 versions of the

273

same search term, rare, exotic fruit.

274

It's just completely

ignoring the word fresh.

275

And at the bottom you can

compare, the, Okay.

276

Cosmic it's actually getting a ROAS.

277

That's exactly the same as

the total campaign ROAS.

278

So I was expecting it to

drag the total campaign down.

279

But it's actually not dragging

the total campaign down.

280

so I'm not sure whether we

should pause this or not.

281

My suspicions are if the other

keywords can Spend more, they

282

will be able to optimize.

283

And since they have a higher purchase

intent, we could probably make a

284

higher row as on them over time.

285

Let's look at some different

date ranges just to double check.

286

Whenever you're deep diving

like this, it's always best

287

to look at a few date ranges.

288

I always do all time.

289

Most recent three months, that type

of thing again, total campaign 0.

290

51, 12 conversions in

total that we can see,

291

So now that I've removed the filter for

cost is greater than 1, I can see that

292

there is a little bit more wasted spend.

293

So this is the real

ROAS for this one is 0.

294

49, whereas the campaign is 0.

295

51.

296

So it is indicating, that it's

dragging the average down.

297

And if we stop going after it, there's a

chance that the average will drag upwards.

298

if the other campaigns are getting

a slightly higher row as I think

299

this is my biggest indicator.

300

What I'm usually looking for is it

dragging the overall row is down.

301

If so, let's try turning it off

for two weeks and see how it does.

302

let me show you an interesting column

that I think will help in your keyword

303

research is this click share column.

304

So when you're considering whether you

want to pause a keyword, the question

305

is, can all the other keywords do better?

306

And part of that question is how.

307

Much of the total volume for that keyword.

308

The total search volume is

currently being taken up.

309

Can you easily shove more money into

the other search terms, the other

310

keywords and, or are you maxing out all

those other keywords and it's going to

311

start getting expensive to use them.

312

so the click share column shows

you, click share is the clicks you

313

received on the search network divided

by the estimated maximum number of

314

clicks that you could have received.

315

For that keyword, how often your

product is clicked depends on your

316

ads target, targeting settings,

budget approvals, statuses, bids,

317

and the quality of your product data.

318

So the fresh, exotic fruits.

319

it has a vast market.

320

So we're going after less than 10%.

321

That's as low as it'll show you,

of the total market for that one.

322

Whereas passion fruit delivery,

we're already going after 12%,

323

but that's still pretty low.

324

if it was more like 80%,

I would be hesitant.

325

I would be like, I don't know if

we can shove more money into that.

326

because we're already at 80 percent of the

total amount of searchers every month, and

327

it's just going to start getting really

expensive to get that remaining 20%.

328

Exotic fruit box.

329

based on this click share, huge

market and a lower purchase intent,

330

especially considering Google

is just ignoring the word fresh.

331

And, see if the budget for this campaign

can, the keyword that's spending the

332

second most amount of money reallocate all

this budget essentially to all the other

333

keywords and see if it's going to, make

the ROAS trend upward over time, which I

334

suspect it will, since we just determined

that the ROAS for this keyword is slightly

335

lower than the average for the campaign.

336

that's my conclusion here.

337

I think we can try pausing that keyword.

338

I love the word delivery.

339

I'm not sure how I feel

about the word box.

340

It does indicate someone's looking

for a product though, so I'll leave it

341

for now, but it's not very specific.

342

if someone's looking for a specific type

of fruit, that's going to be always going

343

to be a higher conversion rate, but it's

also going to be probably more expensive.

344

So We'll have to see how it

does after pausing this keyword.

345

I want to do just 1 thing at a time.

346

So we'll do this for a week or 2.

347

See if the row starts trending

upward in this campaign and

348

then we'll do this again.

349

So all right.

350

Thank you for watching.

351

I hope that this was informative.

352

I know sometimes managing keywords

can be a little bit anxiety producing

353

because you have to take some risks,

especially when you have limited data.

354

You have to think logically about

whether the keyword has purchased

355

intent or how the algorithm is.

356

Thinking about this keyword based

on the market size, or like we just

357

discovered how the algorithm is just

ignoring parts of the keyword that

358

are the most important part, like

the word fresh, because oftentimes

359

the data isn't super conclusive, and

so you have to take some chances.

360

but I think that with the data we

found, we are using some education,

361

backed, guesswork here and I'm going

to pause it and we'll see how it does.

362

Okay.

363

Thanks for watching.