Search terms report

View a search terms report

  1. Navigate to an engine account, campaign, or ad group.
    Steps for navigating to an engine account
    1. In the left navigation panel, click All accounts.
      What if the left navigation pane isn't visible?

    2. Click the navigation bar to display navigation options.

    3. In the "Agency" list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    4. In the "Advertiser" list, click on the advertiser that contains the engine account.

    5. In the "Account" list, click on the engine account.

    6. Click Apply or press the Enter key.

    Search Ads 360 displays the engine account page.

    Steps for navigating to a campaign
    1. In the left navigation panel, click All accounts.
      What if the left navigation pane isn't visible?

    2. Click the navigation bar to display navigation options.

    3. In the "Agency" list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    4. In the "Advertiser" list, click on the advertiser that contains the engine account.

    5. In the "Account" list, click on the engine account that contains the campaign.
    6. In the "Campaign" list, click on the campaign.

    7. Click Apply or press the Enter key.

    Search Ads 360 displays the campaign page.

    Steps for navigating to an ad group
    1. In the left navigation panel, click All accounts.
      What if the left navigation pane isn't visible?

    2. Click the navigation bar to display navigation options.

    3. In the "Agency" list, click the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    4. In the "Advertiser" list, click the advertiser that contains the engine account.

    5. In the "Account" list, click the engine account that contains the campaign.

    6. In the "Campaign" list, click the campaign that contains the ad group.

    7. In the "Ad group" list, click the ad group.

    8. Click Apply or press the Enter key.

    Search Ads 360 displays the ad group page.

  2. Click the Keywords tab and select Search terms.
  3. Optionally adjust the report's time range to make sure you're looking back far enough to spot meaningful trends.
  4. In a Google Ads account, to see the keywords that matched the search terms, click the View keywords button that appears above the reporting table. Search Ads 360 segments the report by keyword, campaign, and ad group. 
    Note that if you're scoped to an engine account and you click the View keywords button, you won't see search terms that matched any product groups in the account.

    In Microsoft Advertising, Yahoo! Japan, and Yahoo! Gemini engine accounts, the report automatically shows the keywords that matched the queries.

What's in the report?

Here are some important columns that appear in the report by default:

  • Search query: This is the term a customer searched for.
     
  • Keyword: The keyword that matched the search term.
    In a Google Ads account, this column appears only after you click the View keywords button or segment the report by keyword.
     
  • Match type: The match type of the keyword in the Keyword column.
     
  • Exact keyword exists: Displays the number of exact-match keywords throughout the entire account that match the search terms in the Search query column and indicates how many of those keywords exist at each level in the account. The information in the column depends on the current scope and the segments in the search terms report. Learn more.
     
  • Exact negative keyword exists (Account): Contains Yes if any campaign or ad group in the engine account contains an exact-match negative keyword for the search query.

    In a Google Ads account, the column appears only after you scope to a campaign and ad group level and click the View keywords button or segment the report by keyword.

    Note that the exact-match negative keyword may not be the same keyword that's listed in the Keyword column. For example, the current row may show metrics for an exact match keyword in the current ad group, while some other ad group contains an exact-match negative keyword.

Floodlight conversion data (for example, Actions and Revenue) is not available for the search terms report in Google Ads accounts. 

Download the report

To download the report for offline analysis, click the download icon Download icon, which appears above the reporting table. Within the panel of download settings, you can click Schedule report to set up a regular delivery schedule, just like other Search Ads 360 reports.

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