“Search queries” report

The report contains user queries from search platforms where your ads were served, including search queries that semantically match your keyword.

The report shows:

  • Search query: The search terms entered by the user.
  • Targeting criteria: The criteria used to serve the ad (keyword, autotargeting, or dynamic text ad targets).
  • Targeting category: The search query must match one of the categories.
  • Type of matching: The type of matching between the original keyword and the keyword that triggered the ad.
  • Matched keywords: The keywords selected automatically using autotargeting or dynamic text ad targets, or semantic matching.

Data is available for the past 180 days.

The “Other search queries” line shows the following data:

  • Unprocessed queries: These are queries that were made less than an hour ago (even if there were clicks for them).

  • Queries that had no clicks and a small number of impressions (except for queries that previously had clicks or under other campaigns, because they appear in separate lines).

  1. Targeting criteria, targeting category, and match type
  2. How to use report data

Targeting criteria, targeting category, and match type

Report cross-section Meaning Example
Type of impression criteria
Keyword Ads are shown for queries that contain the entire keyword. Learn more about keywords. An ad with the keyword birthday quest is triggered by the query birthday party quest
Autotargeting Ads are shown to everyone who searches for your products or services based on the ad content, without using keywords. The system matches the ad title, text, and landing page with users' search queries in real time. Learn more about autotargeting An ad with a text about space travel that leads to in-space.ru is served when someone searches for tours to Mars.
Dynamic text ad targets Yandex Direct analyzed the content of the website or feed and automatically created an ad for serving on Yandex search. Ads are shown based on your dynamic text ad targets. Learn more about dynamic ads The ad for a specific model of iron is triggered by the query best irons.
Targeting category
Targeted queries The ad perfectly meets the user query. For the advertiser “World of backpacks” that places a “Laptop backpack” ad, a target query is buy a laptop backpack
Alternative queries The user is looking for a product that can be replaced by the advertised product. The ad might also meet the query in this case. The “Laptop backpack” ad is shown for the query buy a laptop bag
Related queries Queries for products that might interest the user in relation to the advertised product or service. The “Laptop backpack” ad is shown for the buy a laptop query
Queries mentioning competitors Searching for the advertised product at the competitors. The “Laptop backpack” ad is shown for the buy a laptop backpack Planet of backpacks query
Broad queries The query is broader than the advertised offer. The “Laptop backpack” ad is shown for the buy a backpack query
Undefined The query doesn't fit into any category.
Match type
Semantic The ad is triggered by queries that refine the keyword semantically (contain typos, synonyms, more specific words, or use alternative word order). An ad with the keyword purchase quest for children is triggered by the query quest for children buy and an ad with the keyword where to eat is triggered by the fast food restaurants query.

How to use report data

Use the report data to expand keywords that are triggering ads. For example:
  • Add search queries with a high CTR to the keywords.
  • Add non-relevant search queries to negative keywords for a campaign or ad group.
Adding a search query to keywords

To expand your list of keywords, choose the required search queries in the report, and then click Add to keywords at the bottom of the page.

In the Adding keywords window that opens, edit the keywords (if required) with the use of operators, set the bid for the selected keyword or set a common price, then click Save.

As a result, unique keywords from selected search queries will be added to keywords for a specified ad group. If you exceed the keyword limit while adding keywords to an ad group, then this ad group will be copied, and any keywords which do not fit into the original ad group will be added to the newly-created ad group.

If you can't add search queries to keywords because you go over the ad group limit for a campaign, you can try reducing the number of added keywords, reducing the number of keywords in original ad groups, or reducing the number of ad groups in the campaign.

Adding a search query to negative keywords

To refine your keywords, choose non-relevant search queries that display your ads and then click Add to negative keywords at the bottom of the page.

In the Adding negative keywords window that appears, you can edit the selected keyword by using the operators +, !, []. By default the added keyword will be enclosed in inverted commas "". You can select the level for applying the negative keyword, such as at the ad group or campaign level. Click Save.

You will get a warning if you exceed the character count limit for an ad group or campaign while adding the selected search queries to negative keywords.

If a new negative keyword matches an existing keyword, you will also get a warning.

Have questions?

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