When you set up a Google Adwords campaign or other PPC platforms they use keyword match types to decide how show your adverts.
The example below explains how match types work. If you use any match type bar exact match type you will opening your self up to searches of phrase you could not even think of. People search in all kinds of crazy ways and the database of intentions is changing all the time.
Unfortunately opening up to keyword phrases using the different match types is a necessary evil to generate traffic and sales. The volume under exact matches may be too low and you could not guess how many keywords you need an account. Most accounts we look after have thousands.
One way of generating a list of search queries that triggered your ad is by generating the search terms report. How do you do it? You go to the campaign that you want to analyse in your AdWords account. Then, you go to the keywords section of the campaign and proceed by clicking on “search terms”. This will give you the information that you are looking for.
Once you view the keywords you can add and exclude them from that page or export to play around with the data before adding back to your campaigns with new themes or adding negatives.
When adding negatives consider making negative lists then applying to certain campaigns as some negatives will only be relevant for certain ones and helps to avoid keyword clashing. Then if you look at the search queries on a regular basis it is easy to add more negatives to the lists made already.
Go to the shared library to add the lists
The other way of conducting a search query is by using Google Analytics. Using the search query tab you can find keywords that have low time on site, low page views and high bounce rates, no goal completions to then decide whether to remove them.
Why I love using analytics is you can also drill down to whether these queries helped in the path to a conversion but may not be showing any attribution here.
Go to multi channel funnels and then to assisted conversions and add the secondary dimension of match search query
This will then show you all the keywords from paid search by the actual search term and if assisted in a conversion. Before adding any negatives cross reference this list to make sure you don’t cut keywords contributing to sales/leads.