This was a hard one to name, but trust me, it’s a good one.
The idea came from an account my employer was running for a financial client. We wanted to know what the most popular queries were for a particular competitor, and after some laborious manual analysis, we discovered that “complaints” was the most common associated word. Imagine how useful that little piece of info turned out to be, in terms of altering ad copy and adapting our keyword coverage.
Now imagine instead of spending hours and hours trawling through the masses of data any one account might accrue, you had a nifty piece of code to do it all for you. Imagine no longer: Please welcome “Associated Search Analysis.”
(If anyone can think of a better name, hit me up).
The script automatically analyzes account data to produce a report of all the phrases that are associated with your chosen terms. So, let’s say you choose “suitcase,” the report will show you all the fun ways people end up searching for that term, including all your favorite AdWords metrics.
For example, maybe the highest impression share will come from color adjectives like “black” and “vermilion” and so on. Or maybe it will be “lifetime warranty,” which some luggage companies offer. The results may lead to an entire change of strategy, or at the very least some valuable ideas for adjusting ad copy. This is also a good report to pass on to a client, so they can mine it for insights to apply to their offline marketing. There are many possibilities.
To use the script, you need to make a blank Google spreadsheet (for the report) and make a note of its URL. Then copy the code below into your account, and change a few options at the top:
There are also some advanced options: Thresholds for the different statistics are given, so you can stop the report showing performance for phrases with very few searches.
If the script can’t write to the Google Sheet because it runs out of space, try using the thresholds to remove the less important phrases, or use reportAdGroupLevel to only report at campaign and account level.
If you’re having trouble with the script timing out, try running the script multiple times, using campaignNameContains or campaignNameDoesNotContain to look at different campaigns for each run. If you’re looking for phrases of different sizes, you could do separate runs for each size.
The post Word association: Here’s a script for analyzing the phrases that associate with your terms appeared first on Search Engine Land.