If you’ve been around the PPC block, you know how easy it is to fall into the rinse-and-repeat cycle of ad management: set budgets, tweak bids, test creative, rinse, repeat. But there’s a strategy hiding in plain sight, something you’ve probably overlooked because it’s not plastered across every "top 10 PPC hacks" list on the internet. Let’s dig into it.
Why Everyone Overlooks This Strategy
The PPC world loves shiny objects. New ad types, AI-powered tools, and the latest algorithm updates often steal the spotlight. But sometimes, the biggest gains come from doing something a little old-school: focusing on search term mining.
Wait, don’t roll your eyes just yet. I’m not talking about glancing at your search terms report once a quarter and calling it a day. I’m talking about digging deep, regularly, and using what you find to reshape your entire campaign structure.
What Is Search Term Mining?
Search term mining is the process of analysing the actual phrases users type into search engines to trigger your ads. These aren’t just keywords you’re bidding on, they’re the raw, unfiltered queries that give you an understanding into your audience’s intent.
While most marketers use search terms to weed out negatives, they miss the bulk of opportunities that can drive growth. Search terms can reveal:
Gaps in your keyword strategy.
Long-tail opportunities you’re not targeting yet.
New ad copy angles based on user intent.
How to Make Search Term Mining Work For You
Here’s how to turn this often-overlooked strategy into your PPC ace in the hole:
Make It a Weekly Ritual
Set a recurring task to review search terms, not just for negatives but for opportunities. You’ll be surprised how quickly trends emerge when you check consistently.
Identify High-Converting Phrases
Look for search terms with high CTRs and low CPCs. These terms often indicate untapped potential. Add them as exact or phrase match keywords to your campaigns and monitor their performance.
Create Ad Groups Based on Intent
If you spot recurring themes in search terms, group them into highly specific ad groups. This structure lets you create more relevant ad copy, which leads to better Quality Scores and lower CPCs.
Develop Negative Keyword Lists
This isn’t just about blocking irrelevant clicks. Use negatives strategically to shape where your budget flows. For example, if you’re running a luxury product campaign, you might exclude words like “cheap” or “budget” to avoid wasting ad spend on the wrong audience.
Don’t Forget About Match Types
Broad match keywords can reveal a lot of new search terms, but you need to treat them like a testing ground. Once you’ve identified strong performers, convert them to phrases or exact matches to tighten up your targeting.
A Real-Life Example
Let’s say you’re running ads for a skincare brand. You’re bidding on keywords like “sensitive skin moisturiser” and “gentle face cream.” After a week, you notice search terms like “eczema-friendly moisturiser” and “cream for itchy skin” popping up in your report.
Here’s how you could act on this:
Add those search terms as keywords in a new ad group.
Write an ad copy that directly addresses eczema concerns.
Create a landing page that highlights your product’s eczema-friendly benefits.
Why This Strategy Works
Most marketers are focused on keywords because they’re what you bid on. But keywords are only half the story. Search terms tell you what’s actually happening out there in the wild, and they’re often more specific than your keywords.
When you refine your campaigns based on search terms, you’re essentially letting your audience tell you what they want. This leads to:
Higher Quality Scores
Lower CPCs
More relevant traffic
Better conversion rates
Final Words
The next time you’re checking your PPC performance, take a closer look at your search terms report. There’s more to it than just trimming the fat with negative keywords. With consistent effort, search term mining can transform your campaigns in ways you never expected.
And remember, while everyone’s chasing the latest trend, you’ll be quietly refining your strategy with insights they’re ignoring. That’s the kind of move that separates good marketers from great ones.
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.
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