How do you use keyword diagnosis tools in Google Ads?

Keyword diagnosis tools in Google Ads are essential for optimizing your campaigns by helping you understand the performance of your keywords and identify areas for improvement. Here's how you can effectively use these tools:

### 1. **Keyword Planner**

**Purpose**: The Keyword Planner helps you discover new keywords, estimate their performance, and understand how they might fit into your advertising strategy.

**How to Use**:
- **Discover New Keywords**: Enter a few seed keywords or your website URL to get keyword suggestions. The tool provides data on search volume, competition, and average CPC.
- **Get Forecasts**: Use the "Get Forecasts" feature to see how selected keywords might perform. This includes estimated clicks, impressions, and cost over a specific period.
- **Plan Budgets**: Based on forecasts, adjust your budget and bids to align with expected keyword performance.

**Steps**:
1. Go to the Google Ads dashboard.
2. Click on "Tools and Settings" and select "Keyword Planner."
3. Enter seed keywords or your website URL to explore keyword ideas.
4. Review keyword suggestions, search volumes, and trends.

### 2. **Search Terms Report**

**Purpose**: The Search Terms Report shows the actual search queries that triggered your ads. It helps identify which keywords are driving traffic and how they are performing.

**How to Use**:
- **Identify Effective Keywords**: Review the report to see which search terms are generating clicks and conversions.
- **Refine Keyword List**: Add high-performing search terms as keywords and adjust or remove underperforming ones.
- **Use Negative Keywords**: Identify irrelevant or low-performing search terms and add them as negative keywords to avoid wasting budget.

**Steps**:
1. Navigate to the Google Ads dashboard.
2. Click on "Keywords" and select "Search Terms."
3. Review the list of search queries, focusing on metrics like CTR, conversion rate, and CPC.
4. Make adjustments based on performance insights.

### 3. **Keyword Diagnosis Tool**

**Purpose**: The Keyword Diagnosis Tool helps you diagnose issues with individual keywords, such as why ads might not be showing or why performance might be lacking.

**How to Use**:
- **Check Ad Status**: Use this tool to see if your keywords are active or paused and if they are eligible to trigger ads.
- **Understand Issues**: Diagnose issues such as low Quality Score, high competition, or budget constraints that might affect ad visibility.
- **Optimize Keywords**: Make changes to improve keyword performance, such as adjusting bids or improving ad relevance.

**Steps**:
1. In the Google Ads interface, select "Keywords" from the navigation menu.
2. Find the "Diagnose Keywords" option or similar tool.
3. Enter the keyword you want to diagnose.
4. Review the feedback and suggested actions to address any issues.

### 4. **Keyword Performance Report**

**Purpose**: This report provides detailed performance metrics for each keyword, helping you analyze how well your keywords are performing in terms of clicks, impressions, and conversions.

**How to Use**:
- **Analyze Metrics**: Review metrics like CTR, conversion rate, and cost-per-conversion to assess keyword performance.
- **Adjust Bids and Budgets**: Increase bids for high-performing keywords and decrease them for underperforming ones.
- **Optimize Keywords**: Make data-driven decisions to add, pause, or modify keywords based on their performance.

**Steps**:
1. Go to the Google Ads dashboard and select "Keywords" from the menu.
2. Choose "Keyword Performance Report" or similar options.
3. Review performance metrics and make necessary adjustments.

### 5. **Auction Insights Report**

**Purpose**: This report provides information on how your keywords perform compared to competitors. It helps you understand your competitive position in the auction.

**How to Use**:
- **Compare Performance**: Analyze metrics like impression share, average position, and overlap rate to see how you stack up against competitors.
- **Adjust Strategies**: Use insights to adjust your bids, improve ad quality, or refine keyword targeting to gain a competitive edge.

**Steps**:
1. Go to the Google Ads dashboard and select "Keywords."
2. Click on "Auction Insights."
3. Review metrics to understand your competitive landscape and adjust your strategy accordingly.

### 6. **Quality Score Insights**

**Purpose**: Quality Score insights help you understand how Google rates the relevance and quality of your keywords and ads.

**How to Use**:
- **Improve Quality Score**: Focus on improving keyword relevance, ad copy, and landing page experience to increase your Quality Score.
- **Review Factors**: Analyze factors affecting Quality Score, such as CTR, ad relevance, and landing page experience.

**Steps**:
1. In the Google Ads interface, select "Keywords."
2. Look for Quality Score columns or insights.
3. Use the insights to make improvements to your keywords and ad copy.

### 7. **Conversion Tracking and Attribution**

**Purpose**: Conversion tracking and attribution tools help you understand which keywords are driving conversions and how effectively they contribute to your goals.

**How to Use**:
- **Track Conversions**: Set up conversion tracking to measure actions like purchases or sign-ups driven by specific keywords.
- **Analyze Attribution**: Use attribution reports to see how keywords contribute to the conversion path and adjust bids or budgets based on their performance.

**Steps**:
1. Go to the "Tools and Settings" menu and select "Conversions."
2. Set up conversion tracking and review attribution reports.
3. Analyze the data to optimize keyword targeting and ad spend.

### Summary

By using these keyword diagnosis tools in Google Ads, you can gain valuable insights into keyword performance, diagnose issues, and optimize your campaigns for better results. Regularly review and adjust your keyword strategy based on these insights to improve ad relevance, increase ROI, and drive better campaign performance.