Google keep changing the way they give you feedback on your own campaigns, often for the better. One incredibly valuable piece of information used to be buried so far within the data that you might have assumed it was being hidden on purpose, but now Google are publishing it in a place that anyone can find and make great use of, if you know where to look. It is given its own tab within Campaigns > Search Terms. What you can find he is actual search terms that people used when finding your advert and clicking through to your site – and costing you money. So it is very important that you check on these search terms for the obvious reasons of confirming what you are doing correctly, but also to see how Google send you a visitor based on their search terms which may not correspond with your own campaign objectives. In our case you can see a full search term used was “999 designs logo store”, this search is obviously not meant to be for Evolution Design but it triggered our as with its use of designs + logo. So for us it is a waste of our ad budget and worse the searcher will look at a single page and then leave again, or ‘bounce’ as Google ranks it making our bounce rate higher, which is bad when used as part of Google algorithm.
So the way to use this information is to take these actual terms and create a list of Negative Keywords. These are words when used along with others words amongst your bid terms will stop your advert from being triggered, so saving you money on what would have been a wasted click and stop your bounce rate from getting worse. You really ought to have added negative keywords at the outset of creating your campaign, but it’s never too late to do it and update the list based on what you learn from Google. You can add negative keywords in a flexible way either at campaign level or per different ad group. You probably ought to use both methods starting with some obvious words for all ads, such as job, recruitment, student, free etc. – words that you do not mind Google searchers using to find your site through organic/natural search but not when it is being paid for – and then add specific words for each ad group. It all saves you money and half the battle of media buying is to cut down on wastage and make your campaigns more efficient.