Search Term Reporting

Search Reporting Keys for Improved Ad Performance

In the aftermarket automotive parts industry, many users are looking for specific parts tailored to their vehicle’s make and model. Search term reporting allows you to identify which car brands and models are generating the most conversions, providing an opportunity to focus your ad spend on high-performing keywords.

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Key Strategies for Keyword Targeting:

• Identify Popular Models: art by analyzing your search term report to identify which specific car brands and models are frequently searched alongside terms like “aftermarket parts” or “performance upgrades.” For example, phrases like “aftermarket Ford F-150 parts” or “best Toyota Tacoma accessories” might consistently generate high engagement. Recognizing which vehicle models drive the most interest will allow you to prioritize these in your campaigns.
• Tailor Ad Copy and Landing Pages: Once you identify high-converting search terms related to specific models, adjust your ad copy and landing pages accordingly. For instance, if “Chevrolet Silverado lift kits” is a frequently searched term, ensure that your ad copy mentions lift kits specifically for Chevrolet Silverado and that users are directed to a landing page showcasing that product. The more relevant the ad and landing page, the better your conversion rates will be.
• Expand on High-Converting Keywords: If certain models or brands are driving more traffic and conversions, consider expanding your keyword list to include related variations. For example, if “aftermarket Jeep parts” performs well, try adding related searches like “Jeep Wrangler performance upgrades” or “custom Jeep accessories.”

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Best Practices for Search Reporting:

• Monitor Conversion Rates: Keep a close eye on the conversion rates for each specific search term. While a particular brand or model may generate clicks, it’s important to measure whether those clicks are leading to sales or other desired actions.
• Bid Adjustments: For high-converting terms, consider increasing your bids to improve ad placement. If “Ford Mustang performance parts” is a top-performing keyword, increasing your bid can help ensure that your ad appears at the top of search results, driving more qualified traffic.

Search term reporting is also useful for uncovering long-tail keyword opportunities related to specific user needs, such as repairs, installations, and vehicle upgrades. These long-tail keywords tend to have lower search volumes but can convert at a higher rate due to their specificity and intent.

Identifying Long-Tail Opportunities: 

• Search Terms Related to Repairs: Users often search for parts needed for specific repairs, such as “brake pad replacement for Honda Accord” or “best spark plugs for Subaru WRX.” Monitoring search terms that include repair-related phrases can reveal opportunities to target users who are further along in the buying process. These users have a clear intent to purchase specific parts for immediate use, making them more likely to convert.
• Installation and DIY Queries: Many car enthusiasts and DIY mechanics search for parts with installation instructions in mind. Terms like “how to install cold air intake for Chevy Camaro” or “Jeep Wrangler lift kit installation guide” may indicate that the user is in the process of buying a part and looking for guidance on how to install it. Targeting these search terms with relevant ad copy and providing installation guides on your landing pages can help capture this engaged audience.
• Performance Upgrades: Users interested in performance modifications often search for terms like “upgrade” or “improve,” as in “how to upgrade exhaust system on BMW M3” or “improve handling with aftermarket suspension.” These queries signal a desire to enhance vehicle performance, making them prime opportunities for targeting enthusiasts who are looking for specific upgrades.

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Best Practices for Long-Tail Keywords:

• Use Dynamic Search Ads: Dynamic search ads (DSAs) can help capture long-tail search queries by automatically generating ad headlines and landing pages based on the user’s search. This can help you efficiently target low-volume but high-intent keywords.
• Create Specific Ad Groups: Group long-tail keywords related to repairs, installations, and upgrades into separate ad groups. This allows for more targeted ad copy and ensures that users are directed to the most relevant product pages.
• Monitor Costs: Long-tail keywords often come with lower competition and costs, but it’s still important to monitor your ad spend and ensure that these terms are driving conversions without inflating your overall cost-per-click (CPC).

Search term reporting not only helps you identify high-performing keywords but also shows you which terms are irrelevant or driving unqualified traffic. By regularly reviewing your search term report, you can exclude non-relevant keywords from your campaigns, helping reduce wasted ad spend and improve overall ad performance.

Identifying and Excluding Irrelevant Keywords:

• Exclude Non-Car-Related Searches: Sometimes, users search for terms that appear related but don’t actually align with your offerings. For instance, if your campaign is focused on aftermarket parts, you may see irrelevant searches like “OEM replacement parts” or “cheap car accessories,” which don’t match your brand’s focus. Adding these irrelevant terms to your negative keyword list prevents your ads from being shown to users who aren’t likely to convert.
• Exclude Terms Like “OEM”: If you’re strictly selling aftermarket parts, searches that include “OEM” (Original Equipment Manufacturer) are unlikely to convert. For example, users searching for “OEM Toyota brake pads” are looking for factory parts rather than aftermarket options. Exclude these terms to avoid paying for clicks from users with different buying intentions.
• Remove Broad and Vague Keywords: Vague terms like “car parts” or “auto accessories” may attract a large number of impressions but result in low-quality traffic. These broad searches often don’t indicate clear purchase intent, leading to wasted ad spend. Instead, focus on more specific terms that align closely with the parts and products you offer.

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Best Practices for Excluding Keywords:

• Regularly Update Negative Keyword Lists: Make it a habit to review your search term report at least weekly, adding irrelevant terms to your negative keyword list. This ensures that you’re continuously optimizing your campaign and minimizing wasted ad spend.
• Use Phrase Match Negatives: For broad irrelevant terms, use phrase match negatives to ensure that your ads won’t appear for any variations of that search. For example, if “OEM Honda parts” is a common irrelevant search, adding “OEM” as a negative phrase match keyword will exclude related searches.
• Track Keyword Performance Over Time: Keywords that performed well at one time may lose relevance or stop converting over time. Regularly reviewing search term reports helps you spot trends and adjust your negative keyword lists accordingly.

Search term reporting also helps you identify which search phrases lead to conversions, particularly for high-margin parts or frequently purchased accessories. By tracking these high-converting terms, you can adjust your bids to prioritize the most profitable products, improving your return on investment (ROI).

Optimizing Bids for High-Converting Terms:

• Focus on High-Margin Products: If you sell parts with varying profit margins, it’s important to allocate your budget more strategically. For example, if your search term report shows that keywords like “performance exhaust systems” or “racing suspensions” convert well and have higher profit margins, consider increasing your bids to ensure better visibility for these terms.
• Lower Bids on Low-Margin or Low-Converting Terms: If you notice that certain search terms are driving clicks but not converting or delivering low returns, you may want to reduce your bids or pause those keywords altogether. For instance, if “cheap car parts” generates traffic but has a low conversion rate, lowering your bids for this term can help save budget for more profitable keywords.
• Adjust Bids by Device: Search term reporting can also show you which devices users are on when they convert. If you find that mobile users are more likely to convert on certain high-margin terms, consider increasing your bids for mobile traffic. Conversely, if desktop traffic isn’t converting as well, you might lower your bids for desktop searchers on those terms.

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Best Practices for Bid Adjustments:

• Use Automated Bidding Strategies: Consider using Google’s automated bidding strategies, such as Target CPA (Cost-Per-Acquisition) or Target ROAS (Return on Ad Spend), to optimize your bids based on conversions. These strategies adjust your bids dynamically based on the likelihood of conversion for each search term.
• Monitor and Test: Always test bid adjustments in small increments and monitor the impact on performance. Too aggressive a bid increase can lead to overspending without delivering the expected results.
• Prioritize High-Volume, High-Conversion Terms: Identify search terms that consistently generate both high traffic and conversions, and allocate a larger portion of your budget to these keywords. This approach maximizes your ROI by focusing on the most effective search terms.

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