In April, Google announced that DoubleClick Search V3 would soon provide users with the ability to report on search queries. Today, Google announced that on May 31, the search query reporting feature was released to all customers.
“This powerful new feature provides you with insight into the search queries, or terms, that are driving visits for your ads and the revenue you derive from these queries,” Google says in a blog post. “Due to search engine broad and phrase matching, your ads are often triggered for more search queries than the exact keywords that 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.”
The reports are designed to provide insights into the queries, which are driving traffic to your sites, as well as the revenue that traffic drives.
Users can go to a campaign or ad group, click the “Search Queries” tab above the performance summary graph, and see the queries along with the visits and revenue they generated.
The reports can be downloaded, using the Download tab, so they can be analyzed offline. Reports can also be scheduled for regular delivery.
“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,” explains Google. “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.”
Google says the search query reports are only the beginning of more advanced reporting in DoubleClick Search V3.