Tools You Use: Peter Pasi on Google Search Query Report
BY Personal Democracy Plus | Wednesday, August 8 2012
Exclusively for Personal Democracy Plus subscribers, techPresident is asking some of the folks out there on the leading edge of digital politics and government to point out just one tool or service that has become a mainstay, a must-use or just incredibly helpful in their work. There's one rule: It can't be something the person has built or the person's company is selling. We're asking folks to pay some karma forward here and highlight an innovation coming from elsewhere that makes their work easier.
Peter Pasi is executive vice president at emotive, LLC. Emotive is an agency focused on online direct response fundraising for conservative candidates and causes. Google's DoubleClick Search Query Report, released to all DoubleClick customers earlier this summer, is a tool for doing in-depth analysis on which search queries are driving traffic to online ad campaigns.
1. What's the tool/service?
Google Search Query Report
2. What do you use it to do?
I use it to inform our paid search and SEO strategies.
3. How is it changing your work or making your life as a digital professional that much easier?
Our paid search campaigns are much more profitable and we have seen lower abandonment and bounce rates because we are responding to our audience more effectively.
By looking at the queries we're able to respond to what our audience demands.
If we see a number of queries on a candidate's position on, say, stem cell research, and see that those queries are leading to conversions, we might want to create advertising focused in that issue. From an SEO perspective we also want to use this "near real time" intelligence to ensure our landing pages contain relevant information for our visitors. We might also look at our user flow to ensure our funnel is constructed to best respond to those queries.
These types of reports have also given us advance notice of trending topics. If we see evidence of a spike in searches on a given phrase it's probably time to address it from a communications perspective.
And finally, this information allows us to run more efficient search campaigns by ensuring our ads don't show for irrelevant or frivolous searches.