The ‘EXACT Ad-Keyword’ that brought that Extra $450..How to find that?

People Who bid with Broad Match & Phrase Match Keywords know,that their ad will get triggerd for a variety of keywords other than the one which they bid for..

For Example: They might be bidding for the term “Wedding Favors” and their ad will also be displayed if the search term is “Beach wedding favors”..If the Keyword “Beach wedding favors” is the one that brought an extra 450$ in Sales,will it make sense to narrow your Marketing Focus only on that particular keyword.

So..How do i find the keyword that exactly brought in that buyer for my site.?

well..In simple terms,you can see the Adwords Search Query Reports in your Adwords account..But with large number of Broad match keywords,it may not give a very valuable data..in which case..Google Analytics will come to the rescue..

I pay a lot of attention to the adwords tracking reports and google Analytics is the only platform which i use for all my tracking.Can it give me the exact keyword which brought in that Buyer to my site..Well..Guys of seoptimise.com did a small testing with this strategy and this is the result what they got..

As you can see,they bid on a broad term called ‘Travel ppc‘ and they got a visitor for the term ‘shooting holidays usa’.which was not in their keyword list.Notice if this visitor is converting,they can focus their adwords efforts on this keyword which is coverting better…

So.how do i setup this in my Google Analytics account?

Simple..Here is a simple Step-by-Step Walk through of the setting up of the analytics.we’ll be using the Filters in Google Analytics for acheiving this result.

1.Setup a New website Profile.You can test this with existing website profile,but for sake of testing,lets us just create a new website profile

2.Create a Filter (Filter Manager–>Add Filter–>Custom Filter–> Advanced)

• In the “Field A -> Extract A” drop down menu select “Referral”; this will pull out the SERP’s URL on which the ad was shown. In the box to the left on the drop down menu write “(\?|&)(q|p)=([^&]*)” without the quotation marks. This is a regular expression which extracts the search query from the SERP’s URL.

• In the “Field B -> Extract B” drop down menu select “Campaign Medium” and write “ppc|cpc” in the box. This filters out all the organic clicks.

• In the “Output To -> Constructor” drop down choose “Customized Field 1” and enter “$A3” in the box. This just tells Google Analytics where to store the data.
• Save Changes

3.Create another Filter (Filter Manager–>Add Filter–>Custom Filter–> Advanced) with the following settings:

• Choose “Customized Field 1” from the “Field A -> Extract A” and enter “(.*)” without Quotes in the Box.

• and For “Field B -> Extract B” select “Campaign Term” to find out which of your keywords the search query matched and enter “(.*)” again in the box.

• Finally in the “Output To -> Constructor” menu choose “Campaign Term” or wherever you want your data to go and then enter “$B1, $A1” The space after the comma means that you can export your data to a .csv and have a separate field for the actual search term.
• Click to Save Changes.
• Make Sure the filters are applied in the same order in the website profile..

and you’re done..Once Google Analytics Starts to gather New data,you can easily figure out the Exact Keywords that brought in that Buyer and so you can start focusing on those Buyer Keywords.

Do this in  your Analytics Tracked Campaigns and let me know your Results.