What Is Search Term Density?

Search term density is an equation that quantifies the relationship between search terms and keywords in paid search campaigns.

How to calculate search term density.

The equation is quite simple for search term density. Take the unique count of search terms that generating activity in your reporting timeframe and divide by the amount of keywords of which you’re reporting on.

Calculation Definitions

Search terms - the search a user makes that launches an ad based on matching a keyword within your advertisers account.

Keywords - the terms you as advertiser bid on in a search campaign.

Unique count - the count of all unique search terms (i.e. don’t count a search term twice if it was launched off multiple keywords) that are correlated to the keywords being analyzed.

Why does search term density matter?

Search term density is quantification of relevancy in an advertisers search campaign. Relevancy is the biggest impact on quality score for search advertisers. The higher your search quality score, lowers the cost for an advertiser.

Increasing your relevancy doesn’t just stop at lowering cost, it also increases conversions, leads, or sales on websites. Taking additional clicks out of a users path to purchase is helpful to both the user and advertiser.

How to start implementing search term density into your search campaigns?

Reach out to Climb today for a free analysis of your search term density within your search account. Once our team has an understanding of the work ahead, we will develop a strategy to implement search term density.

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