How Bob’s Keywords works

Bob's Keywords - Brain Image
“In Ancient Greece, the philosopher Socrates famously declared that the unexamined life was not worth living. Asked to sum up what all philosophical commandments could be reduced to, he replied: ‘Know yourself.’”

Bob’s Keywords is a tool that analyses your Search Query data (in combination with your other data, like Organic Searches, Negative Keywords and Your Keywords) and helps you to find Negative Keywords that are wasting your budget.

In simple terms, Bob’s digests your Search Query report in a way that makes it easy for you to understand how each search term or sequence of terms (N-Grams) are being used in searches that your Ads are being shown. Which ones of these search terms can be used as Negative Keywords and save your money?

Let’s have a look at some searches extracted from a Search Query Report:

Searches with some conversion

  • computer speakers
  • speakers for the computer
  • computer audio speakers
  • usb portable speaker for computer and laptops

Searches with no conversion

  • goldengulf 10 inch mini laptop netbook android computer
  • cases & bags computer accessories
  • best speakers for computer
  • portable mini computer speakers
  • android notebook computer
  • fix my computer speaker

For you to uncover negative keywords candidates from this list, you need to ask some questions, like:

  • which terms are generating clicks that are not converging?
  • which terms are generating impressions, but no clicks?
  • which terms are converting but below a certain threshold?
  • which terms are co-occurring with my paid keywords that are generating impressions and/or clicks, but not conversions?
  • Which terms with very few impressions/clicks, but no conversions?

If you sell computers and speakers and don’t fix them or sell cases or bags, we can easily identify negative keywords candidates in our small list. But when you need to deal with Search Query reports with thousands of rows (20K, 30K and even 50K rows or more), things can get a bit hairy. Some questions are even very hard to answer, like finding and analysing co-occurring terms.

When you try to find these negative keywords through a manual process, some terms with low impressions/clicks and no conversions can easily be neglected and you can be wasting a considerable part of your budget with these keywords.

Bob’s Keywords is here to help you to find these negative keyword candidates in a quick and effective way, saving you precious time and money.

Click here for a case study.