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What is the recommended next step if you noticed from the Search terms report that certain search terms are leading to a high number of clicks on your ads?
A) Add search terms that are not leading to many clicks as negative keywords
B) Add sitelinks to your ads to make them even more prominent
C) Make sure all of these search terms are included as keywords, regardless of relevance
D) Make sure relevant search terms are keywords and adjust your bid or ad text for these keywords
Understanding the search terms report
Use the Search terms report to see how your ads performed when triggered by actual searches within the Search Network. Identify new search terms with high potential, and add them to your keyword list. Look for search terms that aren't as relevant to your business, and add them as negative keywords. This can help you avoid spending money showing your ad to people who aren't interested in it.
What's the difference between a search term and a keyword? A search term is the exact word or set of words a customer enters when searching on Google.com or one of our Search Network sites. A keyword is the word or set of words AdWords advertisers create for a given ad group to target your ads to customers.
Example
David is looking to buy a Valentine’s Day bouquet online. He types “red roses” into the search box on Google.com. “Red roses” is the search term. Let's say you're the owner of an online flower business. Because you have included the word “roses” as a keyword in your AdWords campaign, your ad may be eligible to show on David’s search results page.
View your Search terms report
- Sign in to your AdWords account.
- Click the Campaigns tab.
- Click the Keywords tab.
- Click the Search terms button.
- You'll see data on which search terms triggered impressions and clicks. To download the data in a report, click the download button
.
Keep in mind that you’ll only see search terms that were used by people at least 8 hours ago and have either received clicks in the past 30 days or were searched for by a significant number of people. Any search terms that did not meet this criteria will be summed up in the 'Other search terms' row.
Understanding your search terms data
Manage your keywords based on search terms data
Use your search terms data to make changes to your keywords that can have a positive impact on your performance. Here are some ideas:
- Add high-performing search terms to your ad group as keywords. Consider adjusting your bids as well, since search terms appearing in the search terms report are already receiving traffic. Therefore, adding those terms as keywords shouldn't do much unless paired with changes to bids, ad text, or both.
- If a search term isn't relevant enough to the products or services you offer, add it as a negative keyword instead. This will help keep your ad from showing to people who are looking for something you don’t sell. For example, if you sell eyeglasses, and you see that the search term “wine glasses” is triggering your ads, you might want to add “wine” as a negative keyword.
- Select the correct match type (e.g. broad, phrase, exact, or negative) for existing keywords. The "Match type" column (see above) can help you understand how keyword match type is affecting your ad performance.
Tip: Use the Dimensions tab
You can also use the Dimensions tab to see the list of search terms that triggered your ad for your entire account, or specific campaigns or ad groups. Just click Dimensions, then click View and select "Search terms" from the drop-down. Note that while the same information for individual keywords is available when viewing the Search terms report this way, you can’t add keywords or negative keywords directly from the report like you can when viewing the report from the Keyword tab.
Tip: Search terms on Search partners
In addition to search results pages, your ads on our Search partners may also appear on site directory pages, or other pages related to a person's search. The search terms in these instances may appear longer than normal or may be formatted differently, depending on the structure of a particular site or page.
