Andreas Reiffen says, “In search marketing, we’re always trying to get that little bit of extra performance out of our paid campaigns. But what do you do when you’ve optimized your bids, tested (and improved) your ad copy and refined your target URLs?

To uncover the hidden potential in your campaigns, you need to identify and assess anomalies — those areas which perform well in general, but not in your paid search campaigns. For example, if a particular top-selling product category is doing poorly in your paid search campaign, something has probably gone wrong. Identifying and fixing these issues will help you get much better performance out of your paid search campaigns.

In this article, we’ll walk you through the process of identifying anomalies in your search campaigns. You can also use a similar methodology to get more from your Google Shopping campaigns.

How to find anomalies using search query analysis

In order to find anomalies, you have to have a benchmark for how well you expect your search campaigns to perform. Since search (text ad) performance is driven by keywords, while shopping (product listing ad) is driven by products, and your overall e-commerce performance is driven by a multitude of marketing activities and ad formats, you need a common denominator to compare performance and gain actionable insights”.

Uncover hidden potential in your paid search and shopping campaigns

Search Engine Land

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