Updated Google Search Query Report is Much Improved

June 15th, 2009 by Kristie McDonald

Google’s updated search query report provides even more insight into Google AdWords PPC advertising campaigns. Here at JumpFly, we have been asking for this for a LONG time and are excited it is finally here!Google Search Query Report

In May, Google announced an enhancement to their search query report.

The search query report is a great PPC management tool that we use to fine tune an account.  It allows us to see, for phrase and broad match search terms, what the actual term was that the visitor typed in.  It shows only those terms that resulted in a click-through so you can focus your efforts on your cost areas.

Since inception, this report had a flaw.  For all the low volume terms, Google would lump them into “Other Unique Queries”.  Sometimes the majority of the traffic seemed to fall into this field which could be very frustrating.

Now, Google removed this field all together and we can see all terms that were actually searched for going forward.

Here is how I use the Search Query Report.  You can do this on a weekly or monthly basis. I choose weekly to be sure to catch all the terms possible.

Keep in mind that this information is also now available in the new interface.  However, I am finding that for large campaigns with many ad groups, I can still save some time with using the report itself.  The actionable report within the interface is good for quick spot checks and focusing on the highest spending ad groups, though.

  1. Generate a Search Query Report – in fact, create a report that is generated automatically on a weekly basis so it is already there when you are ready to work on it.
  2. Download the report into a CSV file and Open it in excel
  3. Sort largest to smallest on the cost column (this keeps you focused on the keywords of most importance if you are short on time).  Don’t feel compelled to go through every single one.  Stick to the top 20 every week.
  4. Create a list of negative keywords to add and a list of new keywords to add.
  5. Import the list into Adwords Editor and Post.

Quick.  easy. and it really tunes up the account and can save big $ for your business.

For more information on the enhancement, See Google’s Search Query Enhancement Announcement.

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