We all know about the vast variety of reporting AdWords has to offer. Everything from clicks-by-device reports to time-of-day reports are readily available to marketers. However, hidden amongst this range of reports exists a report like no other, and many search engine marketers have no idea that this report even exists. The report doubles as a sound tool for keyword optimization too. By now your curiosity is probably forcing the question, “What is the search query report?” Simply put it is a list of the actual Google searches that led to a click on an ad.
Finding the Search Query Report
When I say this report is hidden, I am not exaggerating. Until recently, this report was buried pretty deep and in an odd place. New accounts (“new” meaning “upgraded”) have a button directly under the keywords tab and is simple to find because its labeled as Search Terms. However, only a few months ago a marketer had to find the “Keyword Details” under the Details tab which was located under the Graph. In other words, it was nowhere near the keywords tab. In the most recent site upgrade, Google has made accessibility and discovery much due to the significance the Search Query Report has on keywords.
The obvious use for this report is adding highly relevant keywords (and negative keywords too) to your account. A marketer can edit, add, or exclude any search term right from the report within the AdWords user interface. Considering the keywords added are from actual search queries, it’s okay to add them as exact matched keywords to get that lower CPC. That adjustment will have to be made manually because the default match type is broadly matched. Of course, not all of the search queries in the report can end up as keywords, so make the irrelevant ones negative keywords by excluding them. The default match type for negative keywords is exact so adjust that accordingly as well. I am a big believer of phrase matched negative keywords but we all tackle that differently.
One of the first accounts I ever managed was for a local tourism business in the Midwest. The Search Query report contained some real gems; My favorite was “family nudist vacations”! Imagine being in that family! Yikes! Some close runners up that I recall were: “how to cow tip,” “sweaters for chickens,” and “land for sale with outhouses.” There were many other colorful queries I can’t list here, but it was definitely an insightful moment into other people’s search behaviors!
Depending on the vertical, one can find some really funny, and really creepy searches. There are some wild ones for the gentleman’s club I manage now. If you ever feel yourself slowing down in the afternoons, escape the doldrums by checking out some search queries while still getting work done! Have you come across any good searches? Let me know your funniest queries in the comments section below!