Run a search term report

Run a search term report

A search term report (on both the reports page and dimensions tab) shows you what keywords people are using that cause your ads to display. With this impression and click data, you can refine your keyword and negative keyword lists for your ad groups.

A search term report shows you what keywords people are using that cause your ads to display. With this impression and click data, you can refine your keyword and negative keyword lists for your ad groups. To learn how to add search terms to your campaigns, see Add the words people are searching for as keywords.

Here's an example: Let's say you're a small software company with an ad campaign using the keywords software development, software download, and school software. You run a search term report, and discover that the search term educational software download generates a lot of impressions for your ad. Impressions can lead to clicks, which can lead to sales, so you decide to add this keyword to your keyword list. The search term antivirus software downloads also results in many impressions, but your company doesn't make antivirus software. So you decide to add that keyword to your negative keyword list in order to "filter out" impressions you know won't help you.

Create search term report on Keywords tab

  1. Click the Keywords tab.
  2. Select one or more keywords.
  3. Click Details.
  4. Click Search Terms.
    Bing Ads lists customer's search queries or other input that have triggered your ad.
  5. To add a term to your keyword list, select one or more terms, click Add as keywords.
  6. To exclude keywords that aren't relevant to your business, select one or more terms, click Add as negative keywords.

Create a search term report from the Dimensions tab

  • On the Campaigns pages, click the Dimensions tab, and then next to Show, click Search terms.

Create a search term report on the Reports page

This report lists the search terms that have had a significant number of clicks in the last 30 days.
  1. Click Reports.
  2. If not already expanded, click Standard reports.
  3. Click Performance, and then click Search term.
  4. Select the unit of time (Show (unit of time)), Date range, and the download Format you want.
  5. Optionally, you can do one or more of the following:
    • Set your report to include all accounts (the default) or select Specific accounts, campaigns, and ad groups and then choose the items you want.
    • Click Choose your columns to select or remove attributes and performance statistics for the report.
    • Click My report settings to save the report as a custom report or schedule the report to run at a certain time.
  6. Click Run to run the report, or Download to download the report as a CSV or TSV file.

Notes
  • You can get a list of search terms in two other places in Bing Ads - the Dimensions tab and Keywords tab. Be aware that the search term report will have fewer impressions than the keywords report and the keywords tab because the search term report doesn't include the Other search terms data. The keyword tab and keywords report include all impressions.
  • Search term report will include search terms that have had a click in any given hour. If they haven’t had a click in any given hour, then the search term needs to have received a significant number of clicks in the last 30 days. This means the number of impressions listed in a search term report might be just a fraction of the total impressions seen in other performance reports (e.g. Keyword Performance report, Campaign Performance report, etc.).
  • If the delivery is Content/Native networks, there are no search terms, which can also explain the discrepancy in impression count between the search term report and other performance reports. On the Keyword tab, you might see that keywords receive clicks but the Search term report for same time period does not show that. The easiest way to confirm this metric is to run a Keyword performance report and look at either the Ad Distribution or Delivered match type columns which will reflect Content/Native.

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