The search terms report is a list of search terms that a significant number of people have used, and that resulted in your ad being shown. You can use the Dynamic Search Ads search terms report to view the performance of search terms that triggered your Dynamic Search Ads, the headlines generated for your ads while users are viewing it, and the performance of the landing pages where your ads are shown. You can also use this report to optimise your campaign and stop underperforming searches or landing pages from triggering your ads.
View the Dynamic Search Ads search terms report
The search terms report shows you where customers are directed when they click on your ad. If a search term or landing page isn't performing well, you can choose to exclude it.
- In your Google Ads account, click the Campaigns icon
.
- Click the Insights and report drop down in the section menu.
- Click Search terms.
- Go to the campaign or ad group that you’d like to view a search terms report for.
- By default, it will display the landing page view of the report. In the top right-hand corner, you can toggle between three views of the search terms report. You can view your campaign’s performance by:
- Search terms and landing page
- Landing page
- Search terms
.View the performance of search terms and landing pages
This is the default view. The search term and landing page report shows the performance of search terms that triggered your Dynamic Search Ads, as well as the performance of the landing pages that you’re serving ads to.
- Click the 'Dynamic Search Ads Search terms and landing page' drop-down in the top right-hand corner of the table.
- Click Search terms and landing page.
- If any landing pages or search terms are under-performing and you’d like to stop serving ads for them, you can add an exclusion. Tick the box next to the search term or landing page that you wish to exclude, then click Add as negative keyword or Add as negative URL.
View the performance of landing pages
The landing page URL reported in the search terms report is the final URL after redirects. The landing page report shows the performance of the URLs that served as the landing page for your ads.
- Click the 'Dynamic Search Ads Search term and landing page' drop-down menu in the top right-hand corner of the table.
- Click Landing page.
- If any landing pages are underperforming and you’d like to stop serving ads for those landing pages, tick the box to the left of the pages that you wish to exclude, then click Add as negative URL in the blue bar above the table.
View the performance of search terms
The search terms report shows the performance of search terms that triggered your Dynamic Search Ads.
- Click the 'Dynamic Search Ads Search term and landing page' drop-down menu in the top right-hand corner of the table.
- Click Search terms.
- If any search terms aren’t performing well and you’d like to stop serving ads to those search terms, tick the box to the left of the search terms that you wish to exclude, then click Add as negative keyword in the blue bar above the table.
Note: You can use the data to identify the sections of your website where you want to focus traffic. For example, if one of the pages that you’re serving ads to is performing well, you can create a 'URL is' target and increase the bid on that specific page to potentially generate even more traffic.
Optimising your ROI
Depending how you measure return on investment (ROI), there are different ways to sort the Search terms report.
- If you're using Conversion Tracking, you can sort the report with the 'Conversions' column to find which pages get you more conversions. That way, you can identify which pages are more attractive to customers or are more likely to bring in conversions.
- If you're not using Conversion Tracking, you can sort the report with the 'Clicks' column.
- The “landing page report” shows you where we direct customers when they click on your ad. You can use the data to identify the sections of your website where you want to focus traffic. For example, if one of the pages that you’re serving ads to is performing well, you can create a 'URL is' target and increase the bid on that specific page to potentially generate even more traffic.
Depending on your ROI goals, you can try adding these pages to your campaign and setting specific bids.
Advanced Tips
- Page URL: This shows the URL from the Dynamic Search Ads page feed that matched to the search term so that it could serve. For example, if a page feed URL example.com/abc redirects to example.com, then the page URL field will return example.com.
- Location signal: Dynamic Search ads take into account user location signals. The Location signal column indicates if a location signal was used to match to a search term, even though the user didn’t search for the location directly. For example, if a user in London searches for 'property', Dynamic search ads can serve a London-themed housing web page even though the user didn’t explicitly include 'London' in their search term.
