About the Dynamic Search Ads search terms report for Google Ads

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 optimize 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.

1. Sign in to your Search Ads 360 experience.
2. Navigate to a Google Ads client account.
3. From the page menu, click on the Insights drop down.
4. Click Search terms.
5. Go to the campaign or ad group you’d like to view a search terms report for.
6. By default, it will display the landing page view of the report. In the top right corner below the performance graph, you can click on the drop down and select between 3 views of the search terms report. You can view your campaign’s performance by:
   • Search terms
   • Dynamic Search Ads search terms
   • Dynamic Search Ads search terms and landing pages

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 you’re serving ads to.

1. Click Search terms from the drop-down in the top right corner of the table.
2. Click Dynamic Search Ads 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. Check the box next to the search term or landing page you wish to exclude, then click Add as negative match 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.

1. Click Search terms from the drop-down in the top right corner of the table.
2. Click Dynamic Search Ads landing page.
   • If any landing pages are under performing and you’d like to stop serving ads for those landing pages, check the box to the left of the pages 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.

1. Click Search terms from the drop-down in the top right corner of the table.
2. Click Dynamic Search Ads Search terms.
   • If any search terms aren’t performing well and you’d like to stop serving ads to those search terms, check the box to the left of the search terms you wish to exclude, then click Add as negative match in the blue bar above the table.

View the Dynamic ad targets report

1. Sign in to your Search Ads 360 experience.
2. Navigate to a Google Ads client account.
3. From the page menu on the left, click Campaigns.
4. Click on the campaign name which has Dynamic Search Ads.
5. From the page menu, click on the Audiences & content drop down.
6. Click Dynamic ad targets. If you don't find “Dynamic ad targets”, the campaign is not set up for dynamic search ads. The reporting table shows the data for 3 types of dynamic ad targets:
   • Categories recommended for your website
   • Specific webpages
   • All webpages
7. On the Dynamic ad targets page, click Negative Dynamic ad targets at the top of the page.
   • Search terms
8. To add keywords for a search term in the report, select a query in the table and click Add as keyword.
9. To add a negative match, select a query in the table and click Add as negative keyword.

Optimizing 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 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.

Related link

• Create targets for Dynamic Search Ads