About the Dynamic Search Ads search terms report

The search terms report is a list of search terms that a significant number of people have used, and that resulted in your ad being shown. You can use the Dynamic Search Ads search terms report to view the performance of search terms that triggered your Dynamic Search Ads, the headlines generated for your ads while users are viewing it, and the performance of the landing pages where your ads are shown. You can also use this report to optimize your campaign and stop underperforming searches or landing pages from triggering your ads.

View the Dynamic Search Ads search terms report

The search terms report shows you where customers are directed when they click on your ad. If a search term or landing page isn't performing well, you can choose to exclude it.

Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the "Appearance" icon, and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page you’re searching for.

1. In your Google Ads account, click the Campaigns icon .
2. Click the Insights and report drop down in the section menu.
3. Click Search terms.
4. Go to the campaign or ad group you’d like to view a search terms report for.
5. By default, it will display the landing page view of the report. In the top right corner, you can toggle between 3 views of the search terms report. You can view your campaign’s performance by:
   • Search terms and landing page
   • Landing page
   • Search terms

View the performance of search terms and landing pages

This is the default view. The search term and landing page report shows the performance of search terms that triggered your Dynamic Search Ads, as well as the performance of the landing pages you’re serving ads to.

1. Click the “Dynamic Search Ads Search terms and landing page” drop-down in the top right corner of the table.
2. Click Search terms and landing page.
   • If any landing pages or search terms are under-performing and you’d like to stop serving ads for them, you can add an exclusion. Check the box next to the search term or landing page you wish to exclude, then click Add as negative keyword or Add as negative URL.

View the performance of landing pages

The landing page URL reported in the search terms report is the final URL after redirects.The landing page report shows the performance of the URLs that served as the landing page for your ads.

1. Click the "Dynamic Search Ads Search term and landing page" drop-down menu in the top right corner of the table.
2. Click Landing page.
   • If any landing pages are under performing and you’d like to stop serving ads for those landing pages, check the box to the left of the pages you wish to exclude, then click Add as negative URL in the blue bar above the table.

View the performance of search terms

The search terms report shows the performance of search terms that triggered your Dynamic Search Ads.

1. Click the "Dynamic Search Ads Search term and landing page" drop-down menu in the top right corner of the table.
2. Click Search terms.
   • If any search terms aren’t performing well and you’d like to stop serving ads to those search terms, check the box to the left of the search terms you wish to exclude, then click Add as negative keyword in the blue bar above the table.

Note: You can use the data to identify the sections of your website where you want to focus traffic. For example, if one of the pages you’re serving ads to is performing well, you can create a “URL is” target and increase the bid on that specific page to potentially generate even more traffic.

Optimizing your ROI

Depending how you measure return on investment (ROI), there are different ways to sort the Search terms report.

• If you're using Conversion Tracking, you can sort the report with the "Conversions" column to find which pages get you more conversions. That way, you can identify which pages are more attractive to customers or are more likely to bring in conversions.
• If you're not using Conversion Tracking, you can sort the report with the "Clicks" column.
• The “landing page report” shows you where we direct customers when they click on your ad. You can use the data to identify the sections of your website where you want to focus traffic. For example, if one of the pages you’re serving ads to is performing well, you can create a “URL is” target and increase the bid on that specific page to potentially generate even more traffic.

Depending on your ROI goals, you can try adding these pages to your campaign and setting specific bids.

Advanced Tips

The landing page URL reported in the search terms report is the final URL after redirects. For example, if you are targeting an out of stock page that redirects to the home page, then this report will show your home page.

In the Search Terms and Landing Page report you can add columns to show the attributes “Page URL” and “Location signal”:

• Page URL: This shows the URL from the Dynamic Search Ads page feed that matched to the search term so it could serve. For example, if a page feed URL www.example.com/abc redirects to www.example.com, then the page URL field will return www.example.com.

Note: There is a limit of 100 page feeds per account.

• Location signal: Dynamic Search ads take into account user location signals. The Location signal column indicates if a location signal was used to match to a search term, even though the user didn’t search for the location directly. For example, if a user in San Francisco searches for “real estate”, Dynamic search ads can serve a San Francisco themed housing web-page even though the user didn’t explicitly include “San Francisco” in their search term.

Tip: We recommend viewing your Dynamic Search ad data in the Dynamic search ads search terms report instead of the general keywords search terms report. Dynamic Search ads don’t use match types, so Dynamic Search ad terms will always show up as ‘Exact match’ in the Search terms report.

Related links

• Create targets for Dynamic Search Ads
• About your Google Ads account limits