About the Dynamic Search Ads search terms report

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 to which you’re serving ads. 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 this report to optimise your campaign, view the headlines and landing pages showing for your ads and stop under-performing searches or landing pages from triggering your ads.

View the search terms report

The search terms report shows you where we direct customers when they click your ad. If a search term or landing page aren’t performing well, you can choose to exclude them.

  1. Sign into your Google Ads account.
  2. Go to the campaign or ad group that 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' page. By default, you’ll see the landing page view of the report. In the top right-hand corner, you can toggle between three views of the search terms report. You can see your campaign’s performance by:
    • Landing page
    • Search terms and landing page
    • Search terms

See the performance of landing pages

This is the default view. The landing page URL reported in the search terms report is the final URL after redirects. The landing page report view lets you see the performance of the URLs that served as the landing page for your ads.

  1. Click the 'Search term and landing page' drop-down menu in the top right-hand 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, select the box to the left of the pages that you wish to exclude, then click Add as negative URL in the blue bar above the table.

See the performance of search terms and landing pages

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

  1. Click the 'Search term and landing page' drop-down menu in the top right-hand 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. Select the box next to the search term or landing page that you wish to exclude, then click Add as negative keyword or Add as negative URL.

See the performance of search terms

The search terms report view lets you see the performance of search terms that triggered your Dynamic Search Ads.

  1. Click the 'Search term and landing page' drop-down menu in the top right-hand 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, select the box to the left of the search terms that you wish to exclude, then click Add as negative keyword in the blue bar above the table.

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 that 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.

Optimising your ROI

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

  • If you are 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.
  • 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 that 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.
  • 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 Sydney searches for 'property', Dynamic search ads can serve a Sydney themed housing web page even though the user didn’t explicitly include 'Sydney' 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.

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