The search term data you need
Google presents search term reports as a long list that’s hard to read and interpret. These reports contain useful information, but because of the way they’re presented it’s impossible to use them to make quick, informed decisions. Speed is key here, and these search term reports take so long to interpret and understand that you miss out on opportunities.
Segmatic automatically reaggregates these lists to cut through the noise and bring you useful, actionable information. We run a word frequency analysis that tells us the number of clicks and impressions for each of the keywords within our search terms in a given period. We cluster search terms together with their close variants, misspellings, singulars and plurals. This reflects the way people actually search.
The reaggregation gives us a new report that’s far more useful to us than a list of search terms. You can scan the report, quickly see patterns and take advantage of opportunities.
Identify trends and take action
A new term in your search term data tells you that someone has typed in this term , but it can also deeper insight into search behaviour and a clue about search terms that will appear in the future. How do we identify these clues, and how should we respond to them?
Segmatic makes it possible to implement a clue-based, proactive approach to search term analysis. It scours your search term data for search terms that suggest broader trends, which you can use to make projections and take action today on words that will appear in your search term data in the future.
Let’s say you are selling business shirts and you spot in your search term data the term ‘Chelsea shirt’. That’s a type of shirt you don’t sell. One option is to negative out ‘Chelsea’ and move on. In a few weeks you see ‘Arsenal shirts’ and you negative out ‘Arsenal’, and so on. The Segmatic approach is to see ‘Chelsea shirt’ as a clue, and to negative out the names football teams.
Segmatic comes loaded with a list of all of the world’s professional football teams, most of the other sports teams and many other lists of people, places and things. With segmatic you can easily negative out all of the teams or towns or colours with one click.
Search term analysis that pays off
Using insights from your search term data to tweak your campaigns, and the effort it takes to implement the tweaks exceeds the benefit. Advertisers miss opportunities to optimise their campaigns because the effort it takes to quickly convert data into action is greater than the return you get from these tweaks.
Segmatic’s search term analyser is fully integrated into the account builder. They are two parts of the same system, working together seamlessly to take you from data to insight to decision and implementation in a few clicks.
For most advertisers, going back and adding a new keyword across all of their campaigns is a pain - the campaigns are built, and it takes time and effort to go into each one to make a change. With Segmatic, we do this without leaving the search term analyser, and the account builder will automatically build out all of the ad groups that include this keyword, and generate new, optimised ad copy. All this takes three clicks, and it’s just as easy to remove or amend an existing keyword.
The level of integration and ease of use that you get with Segmatic make search term analysis worth doing, and all of the little boosts you get from tweaking your campaigns in response to search term analysis add up to big gains for your company.
What to do next?