Google's Search Query Report Groups Outliers, But Should It?

Sep 25, 2008 • 10:32 am | comments (6) by | Filed Under Google Ads (AdWords)

What happens when you're running a search query performance report on Google AdWords and you get the result "2 other unique queries?" What is Google saying here?

According to AdWordsPro.Sarah, the issue is that Google's computers are only able to process so much information and usually they put the relevant information (the higher trafficked keywords, that is) in one category with data. Anything else -- the outlier keywords -- are grouped together and not treated distinctly. To Google, those are the low traffic keywords, and Google denotes them as "other unique queries."

Sarah explains:

I like to think about it like this: If I am running on the keyword 'purple socks' a user might search 'where can I find a new pair of purple wool socks near me?'. This query would trigger your ad, but it is a highly unique search that is unlikely to happen more than once. I usually tell people that, if the keyword is lumped into 'other unique queries', is very low traffic and not a keyword you would want to add to your account. This also helps you figure out which keywords are the right ones to add without cluttering your account.

At the same time, while Google doesn't see it as such, your low traffic keywords may be your best converting keywords, especially if they are long tail keywords. Therefore, perhaps having them in the search query report is useful .

What do you think? Do you think Google should give us a report for outlier keywords?

Forum discussion continues at Google Groups.

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