Run a search term report

A search term report shows you what people are searching for when your ads are shown. 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.

We're redesigning Microsoft Advertising, so the steps to complete a task may be different based on the version you're using. Learn more about the redesign and which version you're using.

A search term report shows what people are searching for when your ads are shown. With this impression, ad position and click data, you can refine your keyword and negative keyword lists for your ad groups. Learn more about keyword match types, and how to use them.

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 Keywords tab

  1. From the main menu on the far left, click All campaigns.
  2. From the page menu, click Keywords.
  3. Click Search Terms.
  4. Click Download and then select the Format and Segment of the report.
  5. Click Download.
  1. On the Campaigns page, click the Keywords tab.
  2. Under the row of tabs, click Search terms.

    If you want to look into the search terms that trigger particular keywords, select those keywords in the grid before clicking Search terms.

  3. To download the grid as a report, click Download and select the file format you want.
  4. To add a term to your keyword list, select one or more terms and click Add as keywords.
  5. To exclude keywords that aren't relevant to your business, select one or more terms and click Add as negative keywords.

Create a search term report on the Reports page

  1. From the global menu at the top of the page, click Reports > Reports > Performance > Search term.
  2. Select from each list the settings you want for Show (unit of time), Date range, and download Format. At What to report on, if you select Specific accounts and campaigns, a box appears for you to select the campaign or account to report on.
  3. Under Choose your columns, add or remove the columns to set up your report to show what you want.
  4. Optionally, you can select a Filter to apply to your report.
  5. Click Run to run the report, or Download to download the report as CSV, TSV, or XLSX (Microsoft Excel) file.
  1. On the Reports page, in the left pane, click Standard reports > Performance > Search term.
  2. Under General settings, select the time unit (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 Filter to show terms related to variables such as device type, or ad distribution on the search network.
    • 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.
  • Search term data is also available on the Dimensions tab (or from the global menu, click Reports > Dimensions) except for Other search terms data. This means the Dimensions tab report might not include all impressions.
  • A Search term report includes 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.).

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