With the search terms report, you can get important insights about the searches that trigger your ads and how your ads perform in those searches.
Explore the “Keyword” column
The "Keyword" column tells you which one of your keywords matched someone’s search term and triggered your ad. You can identify keywords that work well, and you can update your keyword list based on this information.
If a search term isn't relevant enough to the products or services you offer, add it as a negative keyword to prevent your ad from showing to people who are looking for something you don’t sell.
View the “Keyword” column
The "Keyword" column doesn't show by default. To turn on the “Keyword” column follow the steps below:
- Go to Search terms within the Campaigns menu
.
- Select the Columns icon
.
- Select Attributes.
- Check the box beside “Keyword”, then select Apply.
.
.Understand the “Match type” column
The keyword match types dictate how closely the keyword needs to match with the user’s search query so that the ad can be considered for the auction. The "Match type" column shows how closely the search terms that triggered your ad relate to the actual keywords in your account.
You can use this data to refine the match types for all your keywords, so you can ensure the right searches trigger your ad.
