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Guide's and How To's

Search Query Analysis in Google Adwords

Search Query Reporting is an essential aspect of Adwords reporting. Google makes available all the keywords which have driven users to click on your ads so that you can see how well your keyword choices and match-type management are performing.

As part of the latest UI update, Google Adwords has made viewing your search queries driven through broad or exact matched campaigns easier:

Just selecting ‘See search terms’ on the Keywords tab brings up a list of all queries for the selected date range.

Because you can view the queries in the interface, the results can be quickly integrated with the existing campaign by selecting tickboxes next to keywords you wish to add in or negative-match. It is so intuitive that it even displays keywords you have already added in or negative-matched.

For new campaigns, there is usually a 2 day or so delay in data appearing in the search query report. Occasionally there are also keywords in the report which only had impressions and not just clicks.

How To Use Search Query Data

  • Find new keywords and keyword areas
  • If many of the keywords are irrelevant reconsider both your targeting and present keyword choices or consider moving onto just exact , broad match modifier or phrase match
  • Identify new trends, e.g. more and more people are searching in a particular way demonstrating changing user behaviours
  • Negative keywords – make your targeting more and more relevant


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