Unlock the potential of your advertising campaigns through effective keyword targeting. With the 360° Sp. Ads Report, you can analyze keyword performance and drive informed optimization decisions. Here's a concise guide to get you started:
1. Accessing the Keyword Targeting Dashboard
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Navigate to the 360° Sp. Ads Report: Start by accessing the 360° Sp. Ads Report from your advertising dashboard.
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Select the Dashboard for Keyword Targeting: Within the report, locate and select the dashboard specifically designed for Keyword Targeting analysis.
2. Applying Filters
Now that you're in the Keyword Targeting dashboard, it's time to apply filters to tailor your analysis:
- Campaign Selection: Choose whether to focus on a single campaign or gain an overall perspective by leaving out the campaign filter.
Pro Tip: If you're optimizing on the campaign level, it's recommended to analyze at that level. Here's why:
Campaign Discrepancies: A keyword might perform exceptionally well in one campaign but poorly in another. By analyzing at the campaign level, you can pinpoint underperforming keywords more accurately.3. Analyzing Performance
Once you've obtained the overarching view, it's time to delve deeper:
- Segment Analysis: Examine individual keyword segments to identify trends and patterns.
- Match Type Evaluation: Assess the performance of different match types to determine their effectiveness in driving results.
Pro Tip: Excel for Enhanced Keyword Analysis
Download the Excel sheet for a deeper dive into keyword potential. Analyze performance beyond the platform interface, uncovering valuable insights for optimization.
4. Iterative Optimization
Armed with insights from your analysis, it's time to optimize your keyword targeting strategy:
- Refine Campaign Settings: Make adjustments to campaign settings based on the performance of specific keywords.
Note: Refining Campaign Settings for Optimal Performance
When refining campaign settings based on keyword performance, it's essential to align your adjustments with your overarching strategy. Whether you prioritize performance-based metrics like ROAS (Return on Ad Spend) or aim for increased impressions, setting clear benchmarks is crucial.
For campaigns focused on performance:
- Define a minimum ROAS benchmark: Consider excluding keywords with a ROAS below 7 and low sales to improve overall campaign performance while maintaining a satisfactory level of performance.
For campaigns aiming to maximize impressions:
- Aim to retain keywords driving at least 20% of the impressions.
- Preferably, prioritize keywords with a ROAS above 4 to ensure a balance between impressions and performance.
By tailoring your campaign settings to align with your specific goals and benchmarks, you can optimize keyword performance effectively while driving desired outcomes for your advertising campaigns.
- Keyword Bid Adjustments: Fine-tune keyword bids to maximize ROI and ensure optimal budget allocation.
- Negative Keyword Identification: Identify and exclude irrelevant or underperforming keywords to improve campaign efficiency.
Regular analysis of keywords is paramount for maintaining optimal campaign performance. It's advisable to conduct this analysis at least once a month or whenever campaigns show signs of poor performance. By staying proactive in assessing keyword effectiveness, you can make timely adjustments to optimize your campaigns and ensure continued success.
Analyze Keywords on Campaign Level
At the campaign level overview, it is possible to analyze keyword performance on a more granular level. This detailed analysis allows for a deeper understanding of how individual keywords contribute to overall campaign success, enabling precise adjustments to optimize performance and achieve campaign goals.
