A search term is the exact word or set of words a customer enters when searching on Google.com

The search term let the advertisers know the users intent & through which he can target keywords relevant to his business.

Small advertisers are always recommended go with keywords which have commercial intent.

WHAT IS A SEARCH TERM?

Search terms report gives the information on Ads performance when triggered by actual searches within the Search Network.

Search terms report can be generated for all the campaigns as well as for individual campaigns

SEARCH TERM REPORT

Search term report for all campaignsAll campaigns => keywords=> search terms

Search term report for individual campaigns.Step1:To obtain the search term report for individual campaigns , first we need to select a campaign from the campaign’s tab.

Step 2:-Click on keywords and then Search terms. Now the search term report for that specified campaign is generated. Similarly search term report for individual keywords can be obtained(keywords->keywords->search terms).

Search term report with respect to conversions.The number of conversions for each and every search term can be known by adding columns like conversions, conversion rate, cost/conversion. Through this ,the most relevant search terms can be tracked and can be added to the keyword list ,thus improving performance and CTR.

Go to campaigns tab in your AdWords account & select the campaign to which the search term report is to be generated.

Then click on the keywords tab. It displays all the keywo-rds of the campaign.

GENERATING SEARCH TERM REPORT

In the modify columns tab, go to conversions. A dropdown of conversion properties is displayed. Click on the arrow and then place them in order. Save the columns then then click on “apply”.

The search term report with respect to conversions is displayed as follows.

Search term report also give you information on search terms which lead to irrelevant clicks. Such search terms can be added to negative keywords and hence improve relevance.

To add negative search terms select the search terms from the list and then click on Add as negative keyword’s tab.

The negative keywords can be added at three levels to the AdWord’s account.

• Ad group level of each keyword

• Campaign level of each keyword.

• Negative keyword list. Now click on save.

Now select the search terms tab, it gives thedata on which search terms triggered & impressions & clicks.

By applying segmentation to search term report, the data can be categorized in different perspectives like time, conversions, network, device.

APPLYING SEGMENTATION TO SEARCH TERM REPORT

Search term report with respect to time:

To generate a search term report with respect to time ,select the Search terms ->Segment -> Time->( Day, Week, Month, Quarter, Year , Day of week ). The result is displayed as follows:

Search term report with rest to conversions:To generate a search term report with

respect to conversions ,select the Search terms->Segment->Conversions->(Conversionn,Conversion category, Conversion source). The result is displayed as follows:

Search term report with respect to Network:To generate a search term report with

respect to Network(with search patners) ,select the Search terms ->Segment -> Network. The result is displayed as follows:

Search term report with respect to Device:To generate a search term report with respect

to Device. The result is displayed as follows:

Search term report adds to immediately improve your click-through rate (and thus quality score) and reduce your cost per click. This can be done in two ways :  By downloading your search terms report you can identify the

search terms that are most relevant to your business and that have the most impressions.

Search terms report also gives a bunch of search terms whose SERPs you do not wish to appear on. Match types work just the same for negative keywords as they do for positive keywords. Adding negative keywords to ad groups, campaigns, or to negative keyword lists can be re-use between multiple campaigns.

IMPORTANCE OF SEARCH TERM REPORT