Search Query Reporting in the New AdWords Interface

By Kaitlyn Smeland Dhanaliwala | Apr 23, 2009
More Articles by Kaitlyn


As you may have heard, Google AdWords has rolled out the beta for its new user interface.  For the past couple weeks, advertisers have been trying it out.  I, for one, just discovered a great new feature that really changes how search query reporting can be done in an account.

A search query report is an AdWords report that reveals (for most clicks, but not all) the actual search query typed into the search engine that triggered on of your account’s ads and resulted in a click.  If a keyword is an exact match form, then all the clicks attributed to that keyword will have been from search queries on that exact term.  However, the phrase and broad match types allow your ads to show for search queries which are slightly different from the exact keyword.  So for this reason, the search query report is an important tool that helps refine your keyword list over time.

Under the old interface, using the search query report required going to the reports section, specifying all the parameters, downloading the report into a spreadsheet, and implementing an overabundance of different sorting techniques to mine through thousands of queries.

The new interface offers an easier way to manipulate the search query report AND actually provides another layer of information- the actual keyword that was matched with the search query.

To use the search query data, you pull up a list of keywords (for the whole account or a particular campaign or ad group).  Maybe you’d like to sort them so that the highest spenders are at the top.  Select the checkboxes of the keywords for which you want to know the search queries.  (Remember, it’s really only worth looking at broad and phrase match forms).  Then select “Show query report” (below), and a pop-up will list most of the search queries matched with that keyword.

new AdWords interface

Even better, by selecting the checkboxes of individual search queries, you can quickly add them as positive and negative keywords at the ad group level, as any match type.  All this in one place!  For advertisers who manage large accounts with many keywords, this feature is a blessing.

You can get more information about the new interface changes or register for the beta at the AdWords UI site.

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