Filter the Search Terms to look for any queries that contain the five Ws (sometimes referred to as Five Ws and How, 5W1H, or Six Ws); those questions whose answers are considered basic, in information gathering or problem solving*.
In our example above, we have filtered our queries to search for any term containing the word ‘how’.
Using the conversion data identify and split the queries that have led to positive ROI to evaluate whether you should continue paying for those terms.
Whereas, for those queries that haven’t generated conversions, you now have a good understanding of the type of questions your customers are asking. These questions can help inform your content strategy and develop informative pages where your audience can find the answers they are looking for.
The Results
For one of our clients in particular, this approach has helped to generate an increase in the ROI from Google Ads by over 20%. We also saw a boost in organic traffic by more than 15% once more informative content was developed and published.
Additionally, we were also able to use the new content to syndicate it through native advertising, reaching new prospects but at a much lower cost than what we were previously paying through the PPC campaign.
Summary
There’s no doubt Google’s automation and machine learning has key benefits and can save us digital marketers time in the short term.
But in my view, there is still an essential requirement to get the most out of our Google Ads campaigns, a knowledgeable and experienced digital marketer to make sense of the data, complete more and deeper analysis and to use the results and insights to inform decisions about how we communicate with customers.
I’d be keen to know what others think, so if you also have a view on this, please leave a note/or question in the comments section below.
*Source Wikipedia: https://en.wikipedia.org/wiki/Five_Ws