Search term report – expanded
Search term reports - sometimes lengthy and fairly ordinary, sometimes eye-opening and unexpectedly amusing, but always critical to the success of any solid PPC account. These little gems add an extra dimension to your PPC analysis, revealing the 'real' trigger behind that additional conversion or shift in CTR you observed - the user's matched query. These reports (formerly known as search query reports) are not new - however Google recently tweaked them a little with the introduction of a 'keyword' column.
Selecting all keywords contained within one adgroup or campaign (and reviewing the search queries to which these were matched) is, like most Adwords users, the usual approach we would adopt when digging into these reports. Up to now, this meant that there wasn't 100% clarity on which keyword matched which query. With the new column, the journey from user (their query) to PPC response (matched keyword) to user response (resulting metrics) is far clearer, as seen below: