“Search queries” report

The report contains user queries from search platforms where your ads were served. For instance, these are search queries that contain synonyms of your keyword.

The report can be refined:

  • Search query — the search terms entered by the user.
  • Impression criteria — keywords, autotargeting, or dynamic text ad target.
  • Matched keywords — keywords selected automatically using autotargeting or dynamic text ad targets, related keywords, and synonyms.

Starting on July 23, 2016, only data from the past 180 days will be available.

In the “Other search queries” row, the following data can be seen:

  • Queries that have not been processed — these are queries that were made less than an hour ago (even if there were clicks for them).

  • Queries that had no clicks and an insignificant amount of impressions (except for queries for which there were already clicks on before or as part of other campaigns — they will appear in separate lines).

How to use report data

By using report data, you can work on keywords for which your ads are being served in response to. For example:
  • Add queries with a high CTR to keywords.
  • Add non-relevant 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, while adding keywords to an ad group, the keyword limit is exceeded, then this ad group will be copied, and the keywords which do not fit into the original ad group will be added to the newly-created ad group.

If adding search queries to keywords doesn't work out due to exceeding 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 specified in inverted commas "". You can select at what level the negative keyword will function. such as at the ad group or campaign level. Click Save.

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

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