Search Query Report

A Search Query Report (SQR) is a valuable tool in PPC advertising, specifically within Google Ads, that provides insights into the exact terms users have typed into the search engine before clicking on an ad. Unlike keyword data, which represents the terms advertisers bid on, a search query report reveals the actual queries users enter, often exposing hidden intent and unique phrasing. 

Using a Search Query Report, marketers can understand how well their keywords are performing and discover new opportunities to adjust or expand their strategy. Analyzing these search terms allows advertisers to optimize their campaigns by adding or excluding certain keywords, ultimately improving ad relevance, click-through rates (CTR), and return on ad spend (ROAS).

Why Use a Search Query Report

An SQR provides multiple benefits that help marketers refine ad campaigns and achieve better results. Here are some of the main advantages:

• Improved Keyword Relevance: By examining the exact terms users are searching, advertisers can identify keywords that drive valuable traffic, better aligning ads with user intent and making campaigns more relevant and effective.
• Negative Keyword Identification: SQRs help advertisers spot irrelevant or unwanted terms that lead to clicks but don’t contribute to conversions. By adding these terms as negative keywords, advertisers can filter out unqualified traffic and reduce wasted ad spend.
• Enhanced Ad Copy and Targeting: Understanding search queries can inspire changes in ad copy or targeting strategies. Marketers can adjust messaging to better align with the terms audiences use, making ads more appealing to users’ specific needs or interests and potentially improving cost-per-click (CPC) rates.
• Discovery of New Opportunities: SQRs reveal previously unknown terms that could serve as new keywords for an ad campaign. This process allows advertisers to expand their reach by targeting search terms they hadn’t considered initially.

How to Generate and Access a Search Query Report

To access a Search Query Report in Google Ads:

1. Sign into Google Ads: Open your Google Ads account and navigate to the campaign or ad group you want to analyze.
2. Go to Keywords: In the left-hand menu, click on “Keywords.” From there, select “Search Terms” to view the list of search queries that triggered your ads.
3. Customize the Report: Use filters and date ranges to refine the report based on specific criteria. You can customize views to focus on certain ad groups, keywords, or timeframes.
4. Analyze and Take Action: Review the list to identify high-performing keywords, irrelevant queries, and opportunities for negative keywords. Export the data for further analysis if necessary.

Best Practices for Using Search Query Reports

Using an SQR effectively involves more than just viewing the report; it requires careful analysis and strategic action. Here are some best practices for leveraging SQR insights:

1. Regularly Add Negative Keywords: Look for irrelevant or low-intent queries and add them as negative keywords to prevent wasted clicks. For example, if you’re selling high-end products, you might want to exclude terms like “free” or “cheap.”
2. Identify High-Intent Keywords: Search for terms that suggest strong purchase intent, such as specific product names or “buy” phrases. Add these to your campaign to capture qualified leads more likely to convert.
3. Segment by Ad Group: Conduct separate SQR analyses for each ad group to ensure search queries align closely with the specific products, services, or offers each ad group promotes.
4. Use Data to Refine Ad Copy: If you notice recurring search terms in your report, consider updating ad copy to reflect this language. Aligning ad copy with searcher intent increases ad relevance and can boost CTR.
5. Monitor Performance Trends: Track search query trends over time to understand how user behavior changes, which can guide adjustments to your campaign strategy or bid structure.

Examples of How SQR Can Improve Ad Campaigns

Here are a few practical scenarios where an SQR can make a significant difference:

• E-commerce Brand Targeting Product-Specific Queries: A clothing brand may use SQR data to identify that users are searching for specific styles like “summer maxi dress” rather than generic terms like “dresses.” The brand can then add “summer maxi dress” as a keyword to create a more targeted ad and increase the chances of attracting relevant buyers.
• Service Provider Filtering Irrelevant Traffic: A local plumbing company might discover that their ads are triggered by terms like “plumbing certification courses,” which are irrelevant to their services. By adding “certification courses” as a negative keyword, they can reduce wasted clicks and budget.
• SaaS Company Adjusting for User Language: A software provider might notice that users are using different terms for the same concept, such as “project management tool” versus “task organizer.” The company can optimize ads to include both terms, reaching a broader audience.

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