Google Analytics Hack for Exact Keyword List from Paid Campaigns

There are no questions why experts suggest you to stick with Exact Search while running Adwords campaigns. Especially when you are running on a moderate budget and sale is vital than just brand building. At the same time, unless you have a thorough understanding about the niche market and user search behaviors, in the initial stages it’s pretty difficult to start with a very fine list of Exact keywords. You got to play with broad as well phrase matches with negative keywords in order to identify the best performing terms. As an Adwords professional I used to face the same problem while dealing with clients with limited budget. You get less room to do research with the live campaigns and thus have to find faster methods to refine the keyword list with negatives.

Yes, you got Analytics, but needs a whip in your hand

You can see the adwords campaign reports in Google Analytics and the performed keywords can be found there. The problem with the keyword reports you see in Google Analytics, is that they only show the keyword that was bid for, not the exact keyword the search user actually typed in. Let us look into an example:
– You bid on the keyword ’clothing’ using ‘broad match’
– A shopper searches for ‘vintage reproduction clothing’ – which you actually not selling.
– The Traffic Sources > Keyword report in GA shows the search as just ’clothing
– You wonder, ‘why the hell’ the term ‘clothing‘ is not performing as you see very poor conversion to the Keyword report.

Now that becomes something serious. You see, the keyword report shows hundreds of visits from ‘clothings’ but the conversions are near to nil. You never knew that the actual search terms are different from what you sell and thus the conversions are poor.

Filters to track exact keywords in Google Analytics

Keep a practice of creating a new Google Analytics profile while playing with your data.

  1. Open your Google Analytics and choose the website profile. Choose ‘Add a profile for an existing domain’ and create a new profile – be descriptive while naming the new profile to avoid future confusion.
  2. Click the ‘Edit’ option for the newly created profile and click ‘Add Filter’.
  3. exact-keyword-filter
    Name: Adwords Exact Keyword report Filter Part I
    Type: Custom filter – Advanced
    Field A -> Extract A: Referral > (\?|&)(q|p)=([^&]*)
    Field B -> Extract B: Campaign Medium > cpc|ppc
    Output To -> Constructor: Custom Field 1 > $A3

    Keep the following option as displayed in the screen shot.
    Field A -> Required
    Field B -> Required
    Override Output Field -> Yes.

  4. Add one more filter with the following details.
      – You bid on the keyword ’clothing’ using ‘broad match’
      – A shopper searches for ‘v
      intage reproduction clothing’ – which you actually not selling.
      – The Traffic Sources > Keyword report in GA shows the search as ’
      clothing (vintage+reproduction+clothing)’.
      – You add the term ‘vintage’ to your negative keyword list and save your money big time.
  5. exact-keyword-filter-partII
    Name: PPC Keywords 2
    Type: Custom filter – Advanced
    Field A -> Extract A: Custom Field 1 > (.*)
    Field B -> Extract B: Campaign Term > (.*)
    Output To -> Constructor: Campaign Term > $B1,($A1)

    Keep the following option as displayed in the screen shot.
    Field A -> Required
    Field B -> Required
    Override Output Field -> Yes.

Ensure you follow the correct sequence as above to avoid any errors.
Now you can see the exact keyword brought traffic from your campaign here: Traffic Sources > Keywords > Paid report in Google Analytics or at Traffic Sources -> AdWords -> Keyword Positions.

The keywords shown in brackets – (key+word) – is the exact term the user searched when they found and clicked on your advertisement.

Ref: Stop Google Analytics From Stealing Your Valuable AdWords Keyword Data by – Jason Billingsley

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