If you are looking for insight into what customers are searching and when your ad is being seen, this report has the answers. And with the new AdWords interface these reports are easier than ever.
How To Run A Search Query Report
To run a search query report, login to AdWords and drill down to the ad group level. Then select the “See search terms…” button like so:
After the report runs you’ll be presented with your search terms like this:
Notice here that the 2nd keyword, online marketing consultant, got clicks on 3 of 4 impressions. This is a keyword that I could add to my keyword list. Just check the box and click the “Add as keyword” button at the top of the list. Google has made this super easy. You’ll also see that my ad was triggered by the broad term “market”. Yes, it got a couple clicks on 60 impressions, but market is too broad for my product. I can add this as a negative keyword by checking the box and clicking the “Add as negative keyword” button at the top of the list.
How Often Should I Run A Search Query Report
I recently saw a good PPC checklist that recommended weekly and I agree. My only caveat would be that if you have a small budget and are accumulating clicks slowly, you may not be getting a lot of data every week. In these situations every couple weeks would be sufficient.
Moral of the Story – Search query reports will help you find new keyword opportunities and weed out irrelevant searches which will boost CTR and QS, lowering your CPC. Give it a try and let me know how it went.