{"id":612667,"date":"2024-03-13T17:00:00","date_gmt":"2024-03-13T14:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/how-to-analyze-performance-max-search-terms-insights-for-ppc-success\/"},"modified":"2024-03-13T17:00:00","modified_gmt":"2024-03-13T14:00:00","slug":"how-to-analyze-performance-max-search-terms-insights-for-ppc-success","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/how-to-analyze-performance-max-search-terms-insights-for-ppc-success\/","title":{"rendered":"#How to analyze Performance Max search terms insights for PPC success"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a28278b58fd1\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a28278b58fd1\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-analyze-performance-max-search-terms-insights-for-ppc-success\/#Google_Ads_fixed_the_bug_preventing_Performance_Max_search_query_data_from_showing_in_scripts_Heres_how_to_analyze_it_PPC_optimization\" >Google Ads fixed the bug preventing Performance Max search query data from showing in scripts. Here&#8217;s how to analyze it PPC optimization.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-analyze-performance-max-search-terms-insights-for-ppc-success\/#What_data_is_now_available\" >What data is now available?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-analyze-performance-max-search-terms-insights-for-ppc-success\/#Accessing_the_data\" >Accessing the data<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-analyze-performance-max-search-terms-insights-for-ppc-success\/#Analyzing_the_data\" >Analyzing the data\u00a0\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-analyze-performance-max-search-terms-insights-for-ppc-success\/#Using_GPT-4_to_analyze_the_data\" >Using GPT-4 to analyze the data<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-analyze-performance-max-search-terms-insights-for-ppc-success\/#Taking_action\" >Taking action\u00a0\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-analyze-performance-max-search-terms-insights-for-ppc-success\/#The_script\" >The script<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-analyze-performance-max-search-terms-insights-for-ppc-success\/#Using_Performance_Max_search_terms_to_boost_PPC_results\" >Using Performance Max search terms to boost PPC results<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Google_Ads_fixed_the_bug_preventing_Performance_Max_search_query_data_from_showing_in_scripts_Heres_how_to_analyze_it_PPC_optimization\"><\/span>Google Ads fixed the bug preventing Performance Max search query data from showing in scripts. Here&#8217;s how to analyze it PPC optimization.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nPerformance Max campaigns have become incredibly popular among PPC advertisers due to their automation and simplicity. However, one consistent pain point has been the lack of visibility into search queries triggering ads. Without this data, optimizing Performance Max campaigns has been limited.\u00a0<\/p>\n<p>Relief seemed at hand when, in February 2023, Google introduced the <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/developers.google.com\/google-ads\/api\/fields\/v14\/campaign_search_term_insight\">campaign_search_term_insight<\/a> report, which includes a field with the search term. <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">Script<\/a> developers, myself included, im<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">media<\/a>tely built scripts and automations using this new search terms data for Performance Max campaigns.\u00a0<\/p>\n<p>However, despite what many scripts published claimed, none included search term data; instead, they were limited to category labels. This was due to a persistent error with the Google reports that refused to include the search term data.<\/p>\n<p><!-- \/1038259\/SEL_Post-text --><\/p>\n<div id=\"div-gpt-ad-1693000027709-0\"><\/div>\n<div id=\"post-break\"><\/div>\n<p>Thanks to Mike Rhodes for monitoring the Google reports and letting me know the bug was recently resolved. Now that search terms data is finally available in scripts, I\u2019ll explain how to access search query data, analyze it to find optimization opportunities and take action based on the findings.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-what-data-is-now-available\"><span class=\"ez-toc-section\" id=\"What_data_is_now_available\"><\/span>What data is now available?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In February 2023, Google introduced a new insights report exclusively for surfacing Performance Max search term data. This report provides visibility into:<\/p>\n<ul>\n<li>The actual search queries your ads appeared for.<\/li>\n<li>Search categories that queries are grouped into.<\/li>\n<li>Clicks, impressions and other performance metrics.<\/li>\n<\/ul>\n<p>It does not provide visibility into cost. However, having the search terms and clicks is a huge step forward.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-accessing-the-data\"><span class=\"ez-toc-section\" id=\"Accessing_the_data\"><\/span>Accessing the data<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>There are a few ways to access the new Performance Max search insights report:<\/p>\n<ul>\n<li>Directly in the Google Ads interface under<em> Insights<\/em> on the campaign page.<\/li>\n<li>Via the Google Ads API.<\/li>\n<li>Using a Google Ads script that leverages the API report.<\/li>\n<\/ul>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1600\" height=\"769\" alt=\"Search terms for Performance Max can be found in the Google Ads UI. Screenshot by author, March 2024.\" class=\"wp-image-438338\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Search-terms-for-Performance-Max-can-be-found-in-the-Google-Ads-UI.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Search-terms-for-Performance-Max-can-be-found-in-the-Google-Ads-UI-600x288.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Search-terms-for-Performance-Max-can-be-found-in-the-Google-Ads-UI-800x385.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Search-terms-for-Performance-Max-can-be-found-in-the-Google-Ads-UI-200x96.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Search-terms-for-Performance-Max-can-be-found-in-the-Google-Ads-UI-768x369.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Search-terms-for-Performance-Max-can-be-found-in-the-Google-Ads-UI-1536x738.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Search-terms-for-Performance-Max-can-be-found-in-the-Google-Ads-UI.png.webp\"><noscript><img fetchpriority=\"high\" decoding=\"async\" width=\"1600\" height=\"769\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Search-terms-for-Performance-Max-can-be-found-in-the-Google-Ads-UI.png.webp\" alt=\"Search terms for Performance Max can be found in the Google Ads UI. Screenshot by author, March 2024.\" class=\"wp-image-438338\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Search-terms-for-Performance-Max-can-be-found-in-the-Google-Ads-UI.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Search-terms-for-Performance-Max-can-be-found-in-the-Google-Ads-UI-600x288.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Search-terms-for-Performance-Max-can-be-found-in-the-Google-Ads-UI-800x385.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Search-terms-for-Performance-Max-can-be-found-in-the-Google-Ads-UI-200x96.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Search-terms-for-Performance-Max-can-be-found-in-the-Google-Ads-UI-768x369.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Search-terms-for-Performance-Max-can-be-found-in-the-Google-Ads-UI-1536x738.png 1536w\" sizes=\"(max-width: 1600px) 100vw, 1600px\"><\/noscript><figcaption class=\"wp-element-caption\"><em>Search terms for Performance Max can be found in the Google Ads UI. Screenshot by author, March 2024.<\/em><\/figcaption><\/figure>\n<\/div>\n<p>The benefit of using a script is it can automatically pull the data into a spreadsheet for easier manipulation and analysis.\u00a0<\/p>\n<p>I\u2019ve created a script that puts the search terms into a spreadsheet. Simply go to this <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/gist.github.com\/siliconvallaeys\/a579409e0f94d8269744d6460b9cb466\">gist URL<\/a> and copy the code. <\/p>\n<p>Then, paste it into the Google Ads Scripts interface. It will then automatically pull search term data for all Performance Max campaigns into a Google Sheet.<\/p>\n<p>When you run the script, it adds the data to a spreadsheet like this:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"694\" alt=\"Performance Max search terms data\" class=\"wp-image-438339\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Performance-Max-search-terms-data.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Performance-Max-search-terms-data-600x260.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Performance-Max-search-terms-data-800x347.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Performance-Max-search-terms-data-200x87.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Performance-Max-search-terms-data-768x333.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Performance-Max-search-terms-data-1536x666.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Performance-Max-search-terms-data.png.webp\"><noscript><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"694\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Performance-Max-search-terms-data.png.webp\" alt=\"Performance Max search terms data\" class=\"wp-image-438339\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Performance-Max-search-terms-data.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Performance-Max-search-terms-data-600x260.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Performance-Max-search-terms-data-800x347.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Performance-Max-search-terms-data-200x87.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Performance-Max-search-terms-data-768x333.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Performance-Max-search-terms-data-1536x666.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/noscript><\/figure>\n<\/div>\n<p>The data availability is similar to regular search query reports, with a few limitations:<\/p>\n<ul>\n<li>Data only goes back to March 2023, when it was first released.<\/li>\n<li>Search term data may be sampled if the volume is high.<\/li>\n<\/ul>\n<p>However, this still provides significantly more visibility than previously available in Performance Max campaigns.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-analyzing-the-data-nbsp-nbsp\"><span class=\"ez-toc-section\" id=\"Analyzing_the_data\"><\/span>Analyzing the data\u00a0\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Now that you have Performance Max search query data pulled into a spreadsheet, what insights can you gain? Here is some analysis you can do:<\/p>\n<p>Identify irrelevant search terms that trigger your ads.\u00a0<\/p>\n<ul>\n<li>Find high-performing search terms that drive conversions. Look for opportunities to optimize those terms for more volume.<\/li>\n<li>Review search categories for additional keyword ideas that are already working.\u00a0<\/li>\n<li>Sort by impressions to find high impression, low click terms that may indicate poor relevance and could benefit from better ad creative assets like headlines and descriptions.<\/li>\n<\/ul>\n<p>Essentially, you\u2019re looking for search term patterns in the data that inform you on optimizing the campaign better. <\/p>\n<p>Since you can\u2019t target specific keywords in Performance Max, this is not about identifying strong new keywords to add. Still, you can find signals for new negatives and get ideas on how to improve ad copy or landing pages.\u00a0<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-using-gpt-4-to-analyze-the-data\"><span class=\"ez-toc-section\" id=\"Using_GPT-4_to_analyze_the_data\"><\/span>Using GPT-4 to analyze the data<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In the year it took Google to fix the bug and get the data working, GPT has come a long way. So I downloaded the report generated by my script, uploaded the CSV to GPT-4 and asked if it could help me find optimization ideas.<\/p>\n<p>I used the prompt:\u00a0<\/p>\n<ul>\n<li><em>\u201cI have a file that contains search terms for my Google ads in Performance Max campaigns. Can you analyze the search terms and share some interesting findings?\u201d<\/em><\/li>\n<\/ul>\n<p>It automatically used the openAI Code Interpreter capability to scan the file, and it suggested four data segments for further investigation:<\/p>\n<ul>\n<li><strong>High-conversion terms<\/strong>: Search terms leading to the most conversions.<\/li>\n<li><strong>High-value terms<\/strong>: Search terms with the highest conversion value.<\/li>\n<li><strong>Efficiency metrics<\/strong>: Search terms with the best clicks-to-impressions ratio (CTR) and conversions-to-clicks ratio (conversion rate).<\/li>\n<li><strong>Category and subcategory insights<\/strong>: Performance trends across different categories and subcategories.<\/li>\n<\/ul>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1554\" height=\"1288\" alt=\"Using GPT-4 to analyze the data - Prompt and result\" class=\"wp-image-438340\" style=\"width:743px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Using-GPT-4-to-analyze-the-data-Prompt-and-result.png.webp 1554w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Using-GPT-4-to-analyze-the-data-Prompt-and-result-408x338.png.webp 408w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Using-GPT-4-to-analyze-the-data-Prompt-and-result-724x600.png.webp 724w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Using-GPT-4-to-analyze-the-data-Prompt-and-result-136x113.png.webp 136w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Using-GPT-4-to-analyze-the-data-Prompt-and-result-768x637.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Using-GPT-4-to-analyze-the-data-Prompt-and-result-1536x1273.png 1536w\" data-lazy-sizes=\"(max-width: 1554px) 100vw, 1554px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Using-GPT-4-to-analyze-the-data-Prompt-and-result.png.webp\"><noscript><img loading=\"lazy\" decoding=\"async\" width=\"1554\" height=\"1288\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Using-GPT-4-to-analyze-the-data-Prompt-and-result.png.webp\" alt=\"Using GPT-4 to analyze the data - Prompt and result\" class=\"wp-image-438340\" style=\"width:743px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Using-GPT-4-to-analyze-the-data-Prompt-and-result.png.webp 1554w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Using-GPT-4-to-analyze-the-data-Prompt-and-result-408x338.png.webp 408w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Using-GPT-4-to-analyze-the-data-Prompt-and-result-724x600.png.webp 724w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Using-GPT-4-to-analyze-the-data-Prompt-and-result-136x113.png.webp 136w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Using-GPT-4-to-analyze-the-data-Prompt-and-result-768x637.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Using-GPT-4-to-analyze-the-data-Prompt-and-result-1536x1273.png 1536w\" sizes=\"auto, (max-width: 1554px) 100vw, 1554px\"><\/noscript><\/figure>\n<\/div>\n<p>It immediately went on to analyze the full data set I uploaded. Since it used Advanced Data Analysis (formerly Code Interpreter), I could see the Python code it was using.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1160\" height=\"1270\" alt=\"Performance Max data - Advanced Data Analysis\" class=\"wp-image-438341\" style=\"width:597px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Performance-Max-data-Advanced-Data-Analysis.png.webp 1160w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Performance-Max-data-Advanced-Data-Analysis-309x338.png.webp 309w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Performance-Max-data-Advanced-Data-Analysis-548x600.png.webp 548w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Performance-Max-data-Advanced-Data-Analysis-103x113.png.webp 103w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Performance-Max-data-Advanced-Data-Analysis-768x841.png.webp 768w\" data-lazy-sizes=\"(max-width: 1160px) 100vw, 1160px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Performance-Max-data-Advanced-Data-Analysis.png.webp\"><noscript><img loading=\"lazy\" decoding=\"async\" width=\"1160\" height=\"1270\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Performance-Max-data-Advanced-Data-Analysis.png.webp\" alt=\"Performance Max data - Advanced Data Analysis\" class=\"wp-image-438341\" style=\"width:597px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Performance-Max-data-Advanced-Data-Analysis.png.webp 1160w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Performance-Max-data-Advanced-Data-Analysis-309x338.png.webp 309w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Performance-Max-data-Advanced-Data-Analysis-548x600.png.webp 548w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Performance-Max-data-Advanced-Data-Analysis-103x113.png.webp 103w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Performance-Max-data-Advanced-Data-Analysis-768x841.png.webp 768w\" sizes=\"auto, (max-width: 1160px) 100vw, 1160px\"><\/noscript><\/figure>\n<\/div>\n<p>Based on this, I found that Google was showing my ads a lot for searches related to \u201cfree advertising,\u201d since I can\u2019t help with that, it gave me a great idea for a new account-level negative keyword.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-taking-action-nbsp-nbsp\"><span class=\"ez-toc-section\" id=\"Taking_action\"><\/span>Taking action\u00a0\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Now that you\u2019ve analyzed the Performance Max search term data, here are three actions I recommend taking:<\/p>\n<ul>\n<li>Add irrelevant terms as account-level negative keywords. You cannot add negative keywords at the campaign level in Performance Max. However, adding irrelevant terms as account negatives will prevent ads from showing on those queries across your whole account.<\/li>\n<li>Optimize ads and landing pages for high-performing queries. Look for themes in the search terms with high clicks and conversion rates. Then, enhance your ad copy, offers and landing pages to better target those users.<\/li>\n<li>Refine audience targeting with what you learn. The search queries provide insight into your ideal audiences. Look for demographic or interest patterns you can add into your campaigns as audience targets.<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-the-script\"><span class=\"ez-toc-section\" id=\"The_script\"><\/span>The script<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><script src=\"https:\/\/gist.github.com\/siliconvallaeys\/a579409e0f94d8269744d6460b9cb466.js\"><\/script><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-using-performance-max-search-terms-to-boost-ppc-results\"><span class=\"ez-toc-section\" id=\"Using_Performance_Max_search_terms_to_boost_PPC_results\"><\/span>Using Performance Max search terms to boost PPC results<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The release of Performance Max search term visibility has been a long time coming. This data finally grants PPC advertisers more control and optimization ability for automated campaigns.<\/p>\n<p>As a PPC expert, be sure to tap into this new capability right away. Follow our guidance to access and analyze the data, then take action on the insights learned. Over time, you\u2019ll gain a much clearer picture of who your Performance Max ads are reaching and how to improve your messaging to resonate with your audience.<\/p>\n<p>The result will be more relevant ads, lower costs and, most importantly, more conversions from your Performance Max campaigns.<\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Frederick Vallaeys\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/images\/authors\/FrederickVallaeys-lg.jpg\"><noscript><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/images\/authors\/FrederickVallaeys-lg.jpg\" alt=\"Frederick Vallaeys\" width=\"140\" height=\"140\"><\/noscript>\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Frederick Vallaeys<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=siliconvallaeys&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"http:\/\/www.linkedin.com\/in\/frederickvallaeys\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        Frederick (\u201cFred\u201d) Vallaeys was one of the first 500 employees at Google where he spent 10 years building Google Ads and teaching advertisers how to get the most out of it as the first Google AdWords Evangelist. Today he is the Cofounder and CEO of <a rel=\"nofollow noopener\" target=\"_blank\" href=\"http:\/\/www.optmyzr.com\/\">Optmyzr<\/a>, a PPC management SaaS company focused on making search, shopping, and display ads easier to manage with rules, scripts, reports, audits, and more. He is a frequent guest speaker at events where he inspires organizations to be more innovative and use AI and Automation Layering to become better marketers. His latest book, Unlevel the Playing Field, follows his best-seller, Digital Marketing in an AI World.                  <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong>\n<\/p><\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/analyze-performance-max-search-terms-insights-438333\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google Ads fixed the bug preventing Performance Max search query data from showing in scripts. Here&#8217;s how to analyze it PPC optimization. Performance Max campaigns have become incredibly popular among PPC advertisers due to their automation and simplicity. However, one consistent pain point has been the lack of visibility into search queries triggering ads. Without&#8230;<\/p>\n","protected":false},"author":1,"featured_media":612668,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Performance-Max-How-to-analyze-search-terms-insights-for-PPC-success-800x450.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[142591,107942],"class_list":["post-612667","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-google-ads","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/612667","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=612667"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/612667\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/612668"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=612667"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=612667"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=612667"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}