The Importance of Search Query Reports

The search query report shows the actual search query that was entered when a user clicked on your ad.   This is done by clicking your Report tab in Adwords, selecting search query report and electing the date range you wish to review.

The search query report is not perfect as many of the keywords are not identified.  The report will say something like ’70 other unique queries’, this is because there is minimal search and click volume and are unlikely to be searched on again.

The report can however give new keyword ideas.  As the report gives actual search queries, it shows what keywords people are using.  So, if you have a keyword on broad match and you notice various connotations of this keyword in the report, you can put them on exact match in your campaign to bring down the CPC and improve the quality of your traffic as it will be more relevant.  The broad match keyword will be broken down into a number of exact match keywords, you will be able to see further statistics on exactly which keywords are generating traffic or more importantly conversions.  Also, as your keywords and ads will be more targeted, your quality score will be improved.

However, the most important reason to run a search query report is to develop your list of negative keywords.  This improves the quality of your traffic as it prevents irrelevant searches bringing up your ad, thus qualifying traffic.  This is because the searcher is looking for your exact product or service, so the number of clicks you accrue are more likely to convert once they get to your site.  In other words, your spend will be reduced and your cost per conversion will decrease, therefore improving return on investment.

Search query reports should be ran on a regular basis and incorporated into your optimisation routine.  Your campaign will need negative keywords added all the time as you never know what search queries will be entered next, plus you can never have too many keywords!

Tanasé Rivers
PPC Account Manager

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