Google Grants Ongoing Management Guide - Manual (Page 15)

15
The Search Query Report
Once youʼve used the Keyword Performance report to polish your current
keywords, you can consider further refining and expanding your keyword lists. To
do so, we recommend you run a Search Query report in your account.
The Search Query report shows you the actual search queries that triggered your
ads to show. As you may know, your ads might be triggered by expansions
and/or variations of the broad-matched keywords in your account. For example, if
you have the keyword ʻAIDS research,ʼ the misspelling ʻAIDS rsearchʼ can trigger
your ad to show, even if itʼs not in your keyword list.
Because the Search Query report can give you insight into the additional queries
that are triggering your ads to show, it can also help you generate ideas for new
keywords and ad group themes. The report can also help you identify irrelevant
search queries to add as negative keywords, which weʼll cover on the next page.
You can run this report by clicking the specific ad group you wish to examine.
Once youʼre at the ad group detail page, select the keywords youʼd like to review,
and click the ʻShow query reportʼ button at the top of the keyword statistics
section.