[UA] Google Ads Search Queries [Legacy]

See which search queries triggered your Google Ads ads.

You are viewing a legacy article about Universal Analytics. Learn more about Google Analytics 4 replacing Universal Analytics.

Use the Search Queries report to see the actual search queries that resulted in a display of your Google Ads ads. Insight into exactly how users are searching for your type of product or service gives you an opportunity to refine your Google Ads keyword list, reach a broader audience, and display your ads more effectively.

Add Keyword as a Secondary Dimension to see which search queries matched which keywords in your account. You may see, for example, that a single keyword matched a variety of search queries, brought in a lot of users, and resulted in a lot of revenue. Good keyword choice. On the other hand, if a keyword matches only a single query string and doesn't result in much revenue, you may want to use a different keyword match type in your Google Ads account; for example, if you're using an exact match with little success, you can move to a broad match.

To compare the performance of multi-word (long-tail) search queries with shorter (head) search queries, change the Primary Dimension to Query Word Count. The Query Word Count dimension uses a space as the delimiter to provide a count of the words in the search query. 

Search query information is subject to data thresholding, which is applied to prevent anyone viewing a report from inferring the identity of individual users based on a variety of signals present in the data. When thresholding applies in the report, the row containing that data may be withheld if there aren’t enough total sessions.

Related resources

Visit the Google Ads Help Center to learn more about keyword matching options

Was this helpful?

How can we improve it?
true
Choose your own learning path

Check out google.com/analytics/learn, a new resource to help you get the most out of Google Analytics 4. The new website includes videos, articles, and guided flows, and provides links to the Google Analytics Discord, Blog, YouTube channel, and GitHub repository.

Start learning today!

Search
Clear search
Close search
Google apps
Main menu
15332541362574814144