Viewing AdWords Search Query Terms: Let Us Count the Ways!

Using Google AdWords reports to track performance of the keywords you are bidding on is one of the fundamentals of search marketing success, and the ease with which this can be done is a source of delight for search marketers, especially when compared to measuring traditional forms of advertising. But most folks also realize the additional value of being able to look behind the scenes to see the actual search queries that users are typing in and using that information to refine campaigns accordingly. Not so very long ago in the short history of search engine marketing, this was data was not as accessible as many would’ve liked, served up only in a special report, with large chunks of information missing. (The infamous ‘other unique queries’.)

Times change (quickly) and this industry evolves (rapidly) and now search query data is available from a variety of handy sources. Let us count the ways:

1. AdWords Search Query Performance report: the traditional method of running a Search Query Performance report from the AdWords report center still exists. It provides some advantages, such as being able to see ad group and campaign status. There are still some ‘x other unique queries’ results, but much less than in the past.

2. Within AdWords Keyword data in UI: Recent enhancements to the AdWords user interface include the ability to generate an ‘on the fly’ report on search terms. From the ‘Keywords’ tab, you can select the ‘See search terms’ button to go to a report on search terms. This shows all the search terms used (with the exception of those that are lumped under ‘other unique queries’ in the Search Query Performance report), with indications as to which ones are currently being bid on. The nice thing here is that you can instantly add keywords or even add negative keywords directly from this report. And you can also download the report in CSV format.

3. Google Analytics AdWords data: With the new AdWords reporting enhancements to Google Analytics, it is easy to get a look at actual search terms being used. Simply go to ‘Traffic Sources’>’AdWords beta’>’Keywords’ and then use the second dimension box to select ‘Matched Search Query’. Here you get a nice side-by-side listing of keywords you are bidding on along with matched terms. The additional advantage, of course, is that you get all that juicy post-click behavioural data, such as bounce rate, goal completions, and – if you have Ecommerce tracking set up – revenue.

So there are 3 ways that I know of to investigate AdWords search query data and use it to improve performance of your keyword advertising. Maybe there’s others I’ve missed? If you have any other favorite ways to view AdWords search query data, let us know!