Google upgraded its search query reports to include insight into the dreaded “other unique queries” category today. I think I speak for everyone in the search community when I say this was much needed and overdue.
Google search query reports allow an advertiser to see what search queries trigger keyword impressions and clicks. This is useful for broad and phrase match keywords because an advertiser may be spending money on irrelevant clicks. Negative keywords can be added to make sure these unwanted queries don’t cost the advertiser money. On the other hand, an advertiser may find targeted queries not currently in their account and add them as new keywords.
Up till now, the Google search query reports did not report every query that triggered an ad. Google dumped the low volume queries into a bucket creatively named “unique other queries.” However, advertisers found these low volume queries accounted for a large portion of their spend. An advertiser could only hope these queries were relevant.
Now advertisers can see all the queries triggering their ads. This will lead to more targeted campaigns and ad groups. If you have an ad group for “Ford Mustangs” you can make sure you don’t show up for the query “what do mustangs eat in the summer.” It happens more than you think, trust me.
Advertisers will also be able to generate new keywords through the search queries. If there is a query that is not a keyword, an advertiser can add the long tail term to see if it converts in the future. This allows for increased control.
Here is official announcement of Google’s improved search query reports.
