Google Performance Max: Search Terms
Performance Max campaigns are a marketing powerhouse– reaching customers across Google Search & Display, YouTube, and more! But with all that freedom to place ads across the web comes a question that keeps even the best marketers up at night: how do I truly understand what's driving results?
The answer lies within the Performance Max insights within your campaign. In this blog, we'll crack the code and show you how to access and analyze these insights, focusing on uncovering the search terms that trigger your ad impressions.
Where are Performance Max Insights?
Finding the "Insights" tab in a Performance Max campaign is simple. Here's a quick and easy guide:
- Navigate to your Google Ads account and select the "Campaigns" tab.
- Locate your Performance Max campaign and click on it.
- Within the campaign view, you'll see one labeled "Insights".
Search Terms
One of the most valuable insights you'll find are the search terms that triggered your ad impressions.
Here's how to find them:
- Within the "Insights" tab, locate the section titled "Search terms" and Once there find your "Search terms insights". The best way to view all data is to click on "View detailed report".
- This section displays the queries people entered, along with metrics like impressions and conversions.
By analyzing these search terms, you can gain a deeper understanding of your target audience's intent. You can see if they're looking for your specific product or service, or if they're on a completely different quest. This intel allows you to refine your campaign accordingly.
For instance, if you see a bunch of irrelevant search terms generating impressions, it might be a sign to adjust your targeting settings. We've got a whole other blog post dedicated to that – "Google Performance Max: Negative Keywords." Think of negative keywords as a blocker for irrelevant search terms. They'll help you stop your ads from showing up for queries that won't convert, allowing you to focus on the ones that will!
By leveraging the insights available, you can unlock the full potential of your Performance Max campaigns. Remember, data is your friend, and using it effectively can lead to better targeting, improved campaign performance, and ultimately, a higher return on your advertising investment.