Using Top Google Search Console Terms to Boost Google Ads

Creating successful Google Ads campaigns involves targeting the right search terms—those that genuinely reflect what your audience is searching for. One of the best ways to identify these high-impact terms is by analyzing the data from Google Search Console.

How to Use Top-Performing Search Terms from Google Search Console to Boost Your Google Ads Campaigns

This article will guide you through connecting Google Search Console to Google Sheets using the Coefficient add-on, identifying top-performing search terms, and transforming them into Google Ads ad groups to optimize your ad performance

Step 1: Connect Google Search Console to Google Sheets Using Coefficient

To streamline your keyword analysis, we’ll use the Coefficient add-on in Google Sheets. Coefficient lets you directly import Google Search Console data into Google Sheets, allowing for quick analysis and updates.

1. Access Google Search Console:

Log in to Google Search Console and ensure you have verified ownership of the property you want to analyze.

In the left-hand menu, navigate to Performance > Search Results. This section provides you with data on search queries, clicks, impressions, CTR, and average positions

2. Install Coefficient Add-On in Google Sheets:

Open a new Google Sheet.

Go to Extensions > Add-ons > Get add-ons and search for “Coefficient.”

Install Coefficient, granting any necessary permissions for Google Sheets.

3. Use Coefficient to Import Search Console Data:

Open the Coefficient add-on by selecting Extensions > Coefficient > Launch.

In the Coefficient sidebar, select Import from Google Search Console. Follow the prompts to choose your website, and select the Top Search Queries option.

Set the desired date range and apply any filters you need.

Click Import to pull the data into your Google Sheet. Coefficient allows you to auto-refresh this data hourly, weekly, or monthly to keep your information up-to-date.

Step 2: Identify and Filter Top-Performing Search Terms

1. Analyze Key Metrics:

In your Google Sheet, focus on metrics like Clicks and CTR. These metrics highlight search terms that are already driving significant organic traffic to your website.

2. Filter the Data:

Sort by Clicks or CTR to prioritize the most impactful keywords. Copy the top-performing terms (e.g., those with the highest CTR and clicks) to a new sheet for easier organization.

3. Prepare Your Keywords for Ad Groups:

On your new sheet, organize the keywords and label columns with headers like Search Term, Clicks, Impressions, and CTR. This list will form the foundation of your Google Ads campaign.

4. Google Ads Scripts:

You can implement Google Ads scripts to automatically update ad groups by linking a Google Sheet with search terms from Google Search Console. Once you have set up the script in Google Ads (as shown in the images), you can schedule it to run automatically by setting up a time-based trigger in the Google Ads Scripts interface. This will ensure that your ad groups are regularly updated with relevant keywords from the Google Sheet, keeping your ads aligned with the latest search trends without manual intervention.

Go to Tools > Scripts in Google Ads.

Add a new script by clicking on the + button.

Copy your Google Ads script (like the one in the image).

Paste it into the editor. Make sure to edit any necessary variables, such as the Google Sheet URL, campaign name, and ad group name.

Ensure that you have already created the campaign and ad group in Google Ads that match the names specified in the script.

Step 3: Create Google Ads Ad Groups Based on High-Impact Keywords

1. Log In to Google Ads:

Head over to Google Ads and log in to your account.

2. Set Up a New Campaign and Ad Group:

Start a new campaign under the Search Network and set an objective (e.g., Website Traffic or Conversions).

Within the campaign, go to Ad Groups and click on + New Ad Group. Name the ad group according to the theme of the search terms (e.g., “High CTR Organic Keywords”).

3. Add Keywords:

In case you do not want to follow the process of using Google Ads scripts, you can add keywords manually.

Go back to your Google Sheet, copy the search terms from the top-performing list, and paste them into the Keywords section of your new ad group in Google Ads.

4. Write Ad Copy Aligned with the Search Terms:

Use these search terms to craft ad headlines and descriptions. Incorporate the high-performing keywords into your ad copy for better relevance and alignment with user intent, which can lead to higher engagement rates.

Step 4: Configure and Launch Your Google Ads Campaign

1. Define Budget, Bidding, and Targeting:

Set a daily budget that aligns with your goals and adjust bidding based on competitive keyword metrics.

Configure targeting options, including location and device preferences, to reach the most relevant audience.

2. Review and Launch the Campaign:

Double-check your keywords, ad copy, and targeting settings. Once you’re ready, click Launch to set your campaign live.

Step 5: Monitor and Optimize Your Campaign’s Performance

1. Track Key Performance Indicators (KPIs):

Regularly monitor metrics like CTR, CPC (cost-per-click), and conversions in Google Ads. These insights will help you understand how well your ads resonate with the audience.

2. Refine Keywords and Ad Copy:

Remove low-performing keywords or adjust bids on high-converting keywords to optimize ad spend.

Refresh your ad copy periodically to keep it relevant and engaging, based on performance data.

3. Update Search Console Data:

With Coefficient’s auto-refresh option, your Google Sheets data stays updated. This allows you to continually incorporate fresh, high-impact search terms into new or existing ad groups for improved results.

Benefits of Using Top-Performing Search Terms from Google Search Console for Google Ads

Here’s why leveraging top search terms from Google Search Console is an effective approach:

1. Higher Relevance: Using search queries your audience already uses makes ads more relevant, increasing the chances of clicks and engagement.

2. Optimized Ad Spend: High-quality keywords can improve your ads' Quality Score, which can lower CPC and make your budget go further.

3. Improved CTR and Engagement: These terms are proven to attract attention organically, which can boost engagement when used in ads.

4. Data-Driven Ad Copy: Top-performing search terms offer insight into user intent, allowing you to craft ad copy that feels more natural and relatable.

5. Continuous Optimization: Coefficient’s auto-refresh feature ensures that your keywords stay up-to-date, letting you capitalize on the latest trends.

6. Enhanced Conversion Potential: Since these terms are already successful in organic search, they have a higher chance of converting users when targeted in ads.

By using Coefficient to link Google Search Console and Google Sheets, you can build and optimize Google Ads campaigns with high-impact search terms. This streamlined, data-backed approach can improve the relevance, performance, and ROI of your ad campaigns, ensuring you’re connecting with the right audience at the right time.