Optimizing your Dynamic Search Ads using the Search terms report

This article applies to the new Google Ads experience. Determine which Google Ads experience you’re using.
If you’re using the previous AdWords experience, read Optimizing your Dynamic Ad Groups.

You can use the search terms report to see 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. This report only shows search terms that triggered ads that were clicked, and can help you stop underperforming searches or landing pages from triggering your ads.

Keep in mind

Using Maximize ConversionsEnhanced cost-per-click (ECPC), Target ROAS, or Target CPA to optimize your bids can help you get more sales or other conversions.

Instructions

  1. Sign in to your Google Ads account. 
  2. Go to the campaign or ad group you’d like to see a search terms report for.
  3. Click Dynamic ad targets from the page menu on the left.
  4. Select the “Search terms” tab. You’ll see your campaign’s performance by search terms and landing page. 
    • If a search term or landing page isn’t performing well, you may want to exclude those search terms or landing pages from triggering your ads. To do this, 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.

How to see the performance of search terms

  1. Click the Search term and landing page drop-down 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.

How to see the performance of landing pages

  1. Click the “Search term and landing page” drop-down in the top right corner of the table.
  2. Click Landing page.
    • If any landing pages are underperforming 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.

Tips

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

  • If you're not using Conversion Tracking, you can sort the report with the "Clicks" column. If you're using Conversion Tracking, you can sort the report with the "Conversions" column to see 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. Then, try adding these pages to your campaign and setting specific bids based on your ROI goals.
  • 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. 

Dynamic ad target limits

Each Google Ads account can have up to 25,000 Dynamic Ad Targets. To get more out of your Dynamic Ad Targets, you can: 

  • Convert your ad group-level negative dynamic ad targets into campaign-level negative dynamic ad targets.
  • Use page feeds to list the specific pages you want.  Note: The 25,000 target limit doesn’t apply to the values in these feeds.

Learn more about Google Ads account limits and targets for Dynamic Search Ads.

Related links

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