Google defines “Search Query” as the exact word or set of words a user enters when searching on Google.com or one of Google’s search network sites. As the keywords in your Adwords account and the user search queries often can be very different, Google made the Search Query Performance Report available via Adwords report center at least two years ago.
The Search Query Performance Report should be used as a keyword research tool when you are using Adwords broad match keyword strategies and have enabled Adwords Conversion Tracking. You can discover negative keywords and new keywords for your Google Adwords account:
- Run your Search Query Performance Report
- Review all your search queries
- Add your non-converting search queries to the appropriate ad groups or campaigns as your negative keywords
- Add your converting search queries to new ad groups as your new exact match keywords
Google updated the Search Query Performance Report to allow more transparency.
- Now the report shows all queries that resulted in a click, provided that the user has not specifically blocked their referrer URL.
- The report distinguishes between broad match and session-based broad match under the Search Query Match Type column.