The Search Query Performance report in AdWords is a rich source of information that can help you hone in on the most productive phrases in your campaign.
If you were bidding on a broad term like “Marketing” the report shows all the phrases that were triggered from that term, you might see “internet marketing“, “web marketing” or “marketing on the internet.” You can then evaluate the click thru rate (CTR), cost per click (CPC) and conversions on that term to determine if it’s a good fit for your business. The report also helps you identify phrases that might not be good for your business, but are generating clicks and costing you money. Using the information in the report, you can add the phrases that work into your campaign and add negatives to filter out the phrases that don’t.
The only issue with the Search Query Performance report has been that Google has always lumped lower volume quires into groups called “other unique queries.” This has been a point of contention because it obscures some number of phrases that were successful and hides terms that could be used as ‘negatives’ to remove irrelevant searches for your campaign.
Google announced that starting Tuesday, May 19, 2009 the Search Query Performance report will show all queries that resulted in a click… (Yeah!)