MARKETING How I analyse search terms (Google Ads paid search)

[Andy Black]

This is how I often analyse search terms (or keyword data from the Google Keyword Planner).

I'm looking for common ways people search so I can create campaigns around them, and add negative keywords.

(Note that Google Sheets run out of steam faster than Excel does. When I want to analyse a lot of search terms I do it in Excel.)

Anyway...

Create a report like this, and download the data:



Make a copy of this Google Sheet HERE.

Clear the data I have in it and add your own data.
Make sure the formulae go down far enough in case you've added more data than I had.

Add words you're interested in categorising by.




Now look at the pivot-tables in the other tabs:




Oh, and I never run ads on search partners. You may want to add a column for network if you do.

 

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[Andy Black]

FYI:

I created this thread because @BizyDad asked in another thread:

Does it do negative keywords?

This morning, I created a Google Doc with the above instructions, and posted about it to LinkedIn:

Andy Black on LinkedIn: Analyse Search Terms With Google Sheets

I analyse search terms with Google Sheets or Excel. I'm looking for common ways people search so I can create campaigns around them or add negative keywords.…

www.linkedin.com

16 minutes later and two people have already asked me to share the Google Sheet.




EDIT: Four hours later and I can't keep up! (Click to see progress update in my Figuring Out LinkedIn thread)