Google Grants Ongoing Management Guide - Manual (Page 16)

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How to analyze the data
You will see the queries sorted by broad, exact, and phrase match options. We
suggest you look at the broad and phrase match keyword types to see which
search queries triggered your ad to show. Pay particular attention to keywords
that have generated a significant number of clicks and a relatively high CTR, as
these are terms you may want to expand on.
Focus on relevant queries.
Start by sorting the queries by clicks. You can do this either by clicking on the
ʻClicksʼ column in the AdWords Report or by sorting the report in your Excel
sheet. Once youʼve sorted by this metric, look at queries in the Phrase and Broad
match options. (The Exact match keywords are already located in your account.)
In examining the queries with high click volume, you might find ideas for new
keywords.
Consider adding certain queries as keywords.
If you find any high volume search queries that are highly relevant to your non-
profit and have relatively good CTRs, you can add these terms as keywords in
the applicable ad group by clicking the ʻAdd as keywordʼ button in the AdWords
Report
Consider creating new ad groups.
In reviewing the list of high-performing, relevant expansions and variations, you
might also find ideas for new ad group themes. Some of the queries might not fit
perfectly into the ad groups youʼve already created. If you notice certain new
trends or themes in any of the expansions or variations, try creating new ad
groups for these expansions and variations.
Next, focus on irrelevant queries.
In reviewing the Search Query report, you might discover that sometimes your
keywords are matching to irrelevant terms, meaning your ads are showing for
searches that arenʼt related to your organization. If you notice any irrelevant
queries, we suggest you add these irrelevant terms as negative keywords
1
to
your account by clicking the ʻAdd as negative keywordʼ button on the e-Report.
1
Negative keywords are terms that will prohibit your ads from running on these
terms. When you add a negative keyword to your account, you ensure that your
ads will not display when a user searches on these terms. Negative keywords are
crucial to the success of your account because they can help you improve your
keywordsʼ CTR and quality score by filtering out unwanted impressions.