How Adding Negative Search Terms Affected CTR in Google Ads
Experiment ID: #27035
The Heritage Foundation
Experiment Summary
Ended On: 01/02/2020
We saw an opportunity to improve our click through rate for The Heritage Foundation in Google Ads.
- We saw that the Ad copy was relevant and optimized for performance however, our click through rate and search impression share was lower.
- We observed that our brand terms for our organization overlapped with other (non-competing) organizations as a universal term that is widely used.
We ran a search term analysis Google Ads Script – N-Gram Analysis by BrainLabs that compiles the search terms into phrases to discover patterns in search terms. We then selected the phrases that didn’t meet our target performance goals and we added these phrases to our negative search terms list as “phrase match” negative keywords.
Research Question
Would adding “phrase match” negative search terms increase our CTR?
Design
C: Before Search Term Analysis
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T1: After Search Term Analysis
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Before Search Term Analysis | 2.4% | ||
| T1: | After Search Term Analysis | 12.1% | 392.8% | 100.0% |
This experiment has a required sample size of 36 in order to be valid. Since the experiment had a total sample size of 65,754, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
392.8% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
Adding “phrase match” negative search terms effected the CTR by limiting the Ad showing on lower performance search terms. In addition to raising the CTR:
- Search Impression Share increased by 17%
- Cost Per Conversion lowered -33.59%
- Average Cost Per Click lowered -21.80%