Search query column

Appears in the search terms report. Contains the search terms that a customer searched for, and that matched your keywords and product groups and triggered your ads to appear. 

Once you understand the search terms that trigger your ads, you can update keywords and product descriptions to better match customer intent.

If a search engine encrypts customer searches, the actual search terms that the customer entered are not available to Search Ads 360. For encrypted searches, you'll see Other queries instead of the search terms.

Learn more about the search terms report.

Add this column to a report

1. Navigate to an engine account, campaign or ad group.
2. Click the Keywords tab and select Search terms.
3. If the column isn't already in the reporting table:

   1. Click the Columns button above the performance summary graph.

   2. In the Search for columns box, type the column name.

   3. Click + next to the column name in the Available columns list.

   4. Click Apply.