AdWords Search Query Report (SQR) Unplugged

What’s your SQR IQ? Yes, I know, I know, Google Analytics Bid to Search Term filter does a better job at providing exact query information than the AdWords Search Query Report. However, some of my current and previous clients for various reasons do not/cannot use Google Analytics, so you have to make the most of what you’ve got.

As I’ve promised my colleagues, I would write a blog about the conversation I had with my Google reps last week to drill down what the columns in the Search Query report actually mean. Here are the two most important take-aways for me.

1. Other unique queries

There is not enough data for each query, so they compile and put it in the SQR as “other unique queries” per ad group. Also some search network partners have privacy of information agreements with Google, and won’t/can’t share this information with Google and advertisers. If you see bad performance, you might want to consider turning off Search Network.


2. Match type

Match type doesn’t really mean “match type” in the usual sense. The query match type may not be the same as the match type you chose for the keyword that triggered the ad. It really means is the search query in your account – either as a broad, phrase, or exact match type. If it is in your account as any match type, it will be Exact match type on the SQR. If the SQR match type shows as broad or phrase, it means you don’t have the exact query in your account, and you may want to consider adding it to your account either as a keyword or as a negative depending on its performance.

Here’s more info and reminders on how to use the SQR that my rep passed onto me. Hope it helps you!

When you run a search query report (SQR) review the following things:

* Find keywords that are high clicks (these keywords generally cost you more)
* Find keywords that have a high number of impressions and low clicks (your ads are not speaking to the audience)
* Once you’ve identified the above, decide to A) add these keywords into your account to manage bids separately or customize text ads B) add them as negative keywords if they do not match your product offering/services

Finding new keywords and new negative keywords is just one way use this new report. You could also use it to:

* Delete existing keywords and replace them with better targeted keywords
* Create more tightly knit ad groups based on common groups of search queries
* Ensure you’ve selected the correct match type ( i.e. broad, phrase, exact, or negative) for existing keywords

Lastly, it’s important to keep the following points in mind when analyzing a Search Query Performance report:

* The report only includes queries for ads that were shown and clicked on
* The report includes search network data only
* Search query performance data is available from May 2, 2007 and onward

Helpful Links
* SQR Match Type (A must read!)

Lisa Sanner About the author
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