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.

Google’s next step would be to make this type of statistics available on Adwords Report Center.

Together with Google’s Adwords conversion tracking, your global business can target locations of your choice more cost-effectively based on each location’s performance down to the city level. However, the Geographic Performance Report is only available from 27 May 2007 and aggregates data only on a daily level.

Due to a threshold on impressions for our reporting calculations, doing aggregations of geographical data across multiple days will provide the correct number of clicks – although it may report fewer impressions. A lower number of impressions results in inflated CTRs. For this reason, we are only offering ‘Daily’ views in order to preserve the accuracy and precision of the impression counts and CTRs in your Geographic Performance report. If you want to see aggregate geographic data across multiple days, we suggest you run a Geographic Performance report for each of the days you want include and add the figures for the geographic areas of interest.

Some of you (advertisers) may need to retain some older reports and may find re-creating your reports troublesome. You should start downloading and saving your reports on Microsoft Excel, or exporting them into Google Spreadsheets. After 2 September, Google will periodically clean your old reports so exporting your important reports regularly will be a good practice.

However, none of the old data in your account will be lost, and you will always be able to re-create your reports within any date ranges.

Your last 15 reports are always saved here so you can view or download them at any time. Once you have 15 reports, each new report replaces the oldest.

Last month, new metric like the Impression Share was made available on the Campaign and Account levels.

Impression Share is the share of all impressions an ad acquired against other ads that are competing for the impressions. This is how the metric works on both the account and campaign levels.

For example, let’s say Campaign A and Campaign B both belong in the same account. Out of the ten potential impressions, Campaign A shows twice, and Campaign B shows five times. A competitor takes the remaining three impressions . A campaign-level report will show an impression share of 40% for Campaign A (2/(2+3)) and 63% for Campaign B (5/(5+3)).

Let’s take the same example from above. An account-level report would show an impression share of 70% ((2+5)/(7+3)) for the entire account.

Vinny Lingham also explained the effects on Search Affiliates and Search Agencies if Impression Share is being measured.

As an Adwords advertisers,

• You are not charged for the invalid clicks that are shown in the reports
• The invalid clicks do not affect your Adwords account statistics
• The invalid click data is only available for reports from 1 January 2006 to the present
• The invalid click data is not available for hourly views

Google detects fraudulent clicks through a 3-stage system:

• Real-time filters
• Offline analysis
• Reactive investigations