Run a search term report

Run a search term report

A search term report shows you what keywords people entered in search to cause your ads to display. When you connect these terms with impression and click data, you can see how your keywords match up to customers' searches, and refine your keyword and negative keyword lists for your ad groups.

A search term report shows what keywords people entered in search to cause your ads to display. With this impression and click data, you can refine your keyword and negative keyword lists for your ad groups.

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 term to your negative keyword list to "filter out" impressions you know won't help you.

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. On the Reports page, in the left pane, click Standard reports > Performance > Search term.
  2. Under General settings, select the unit of time (Show (unit of time)), Date range, Time zone, and the download Format you want.
  3. 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 to schedule the report to run at a certain time.
  4. Click Run to run the report, or Download to download the report as a .csv or .tsv file.

Create a search term report on the Keywords tab

  1. On the Campaigns page, click the Keywords tab.
  2. Select one or more keywords.
  3. Click Details.
  4. Click Search Terms.
    Bing Ads lists customers' search queries or other input that have triggered your ad.
  5. To download the table as a report, click Download and select the file format you want.
  6. To add a term to your keyword list, select one or more terms, click Add as keywords.
  7. 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

  1. On the Campaigns page, click the Dimensions tab, then open the list at Show and click Search terms.
  2. To download the table as a report, click Download and select the file format you want.
Notes
  • Note the reports from the Reports page or the Keyword tab report include all impressions, because those include the Other search terms data. The report from the Dimensions tab does not include that data.
  • Search term report will include only search terms that have had a significant number of clicks in the specified time period. 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.).
  • Campaigns with Content/Native networks delivery do not have search terms, which means the impression count for those campaigns might differ between the search term report and other performance reports. On the Keyword tab, you might see that keywords receive clicks that don't show on the Search term report for same time period. The easiest way to confirm this metric is to run a Keyword performance report, in which the Ad Distribution or Delivered match type columns will reflect Content/Native.

See more videos...