Knowing our customers (including potential ones) and how they reach us is very valuable. The search terms report is a helpful tool in gaining this insight. Let's take a closer look.
What is a search terms report?
The search term report is a list of terms entered by Internet users that resulted in our ad being displayed and, as a result, in them being clicked on.
What are search term reports useful for?
Using the information contained in the search term report, you can refine your campaign's keywords so that your ad appears at the right times, meaning those that will, for example, result in the highest number of conversions. This helps avoid situations where your ad appears, but clicks appear accidental, resulting in users leaving the website without exploring the offer, etc. This minimizes the risk of wasting your campaign budget.
What does a report look like in Google Ads?
This report shows all search terms that triggered an ad impression and click . Match type is also visible. All of this is accessible from the Google AdWords dashboard, making it easy to use.
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What should we remember?
Regularly checking this report is important for campaign performance . Depending on your keyword matching options, the search terms listed may differ from your keyword list. We can use it to identify new effective phrases that we can add to our keyword list. If our ad was shown for search terms that don't match thematically, we add these phrases as negative keywords. It's crucial to add them carefully. We want to avoid keyword conflicts with negative keywords.
Summary
The above article covers the following topics:
- the importance of the search terms report in analyzing the effectiveness of Google Ads campaigns,
- optimizing Google Ads campaigns based on real user queries,
- the scope of data available in the search term report,
- keyword and negative word management to improve campaign performance.
