As you know, due to search engine broad and phrase matching, your ads are often triggered for more search queries than the exact keywords you’re bidding on. While this is desirable, often you’ll want to view the exact queries that are triggering your ads and the cost and revenue impact of those queries.
View search queriesTo understand the ROI of these terms, navigate to a campaign or ad group in the UI and click the Search Queries tab above the performance summary graph. This will give you the queries along with the visits and revenue driven by them.
Download search query reportsAbove the reporting table, click the Download tab to generate a Search Query report for offline analysis. Within the panel of download settings, you can click Schedule report to set up a regular delivery schedule, just like other DS3 reports.
Add query terms to your campaignsExplore the possibility of improving performance by explicitly (exact match) bidding on these terms.
If you see a query that you think will perform better with a higher bid and you’re not already bidding on it, you can add them to any campaign: select the query in the table and click Add keywords. You can also set up the match type, bid, and URLs for these new keywords.
You can even decrease your costs and increase the ROI of your campaigns by adding negative keywords that you find in the query list. To do this, select a search query and click the Add campaign negative keywords or Add ad group negative keywords button. You can add them as campaign-level negatives or to each ad group.
Keep an eye on the blog for news of the full release of Search Query reporting. This is just the start of advanced reporting in DS3. We plan to add more intelligence to help you find additional insights into your keywords in the near future.
Posted by the DoubleClick Search team