Search Terms and Top Movers Reports - Google Adwords Campaigns
1043 0
1043 0

Search Terms and Top Movers Reports in Google AdWords: The Benefits, How To’s, and Tips Although “keywords” and “search terms” sound similar, they are two very different things, …

Search Terms and Top Movers Reports in Google AdWords: The Benefits, How To’s, and Tips

Although “keywords” and “search terms” sound similar, they are two very different things, however, both are extremely important for the success of any AdWords campaign. A keyword is a word or set of words you, as an AdWords advertiser, create for an ad group to aim your ads to customers. A search term, on the other hand, is the particular word or group of words entered by a customer when he or she searches on, or one of Google’s search network sites. A keyword is what you think customers are going to use, but search terms are what customers are actually using. Wouldn’t it be great if you could somehow see a list of these search terms? Well, good news, you can. By simply running a simple search terms report you will be able to see exactly what customers, who see your ads, are searching for. Search terms reports do not get used nearly as much as they should. They are an invaluable asset to any AdWords campaign. Utilizing the search terms report feature will allow you to make changes to better the effectiveness of your campaign. Knowing what search terms prompted your ads will make choices to optimize your campaign clear. You will discover terms that you should add to your keyword list, and terms that you should add as negative keywords to save money. You will also learn which match types work best for your campaign.

A search terms report is an extremely powerful source of data in a PPC campaign. It shows you exactly what people, who saw your ads, searched for. It also shows you which of your keywords are working and which ones are not. A search terms report is filled with benefits. You will be able to see how your ads performed when prompted by real searches in the Search Network. You will see search terms that have potential to benefit your campaign. Now, that you have seen these potential terms you can add them to your list of keywords. Among those high potential terms you will see terms that are triggering your ads, but actually have nothing to do with your business. You will want to add these as negative keywords. Doing so will keep you from wasting money on customers who are not interested in what you are offering. You will be able to review the match types in a search terms report which shows you how similar the terms are to your keyword, and you will be able to make changes accordingly.

How to Generate a Search Terms Report in Google AdWords

  1. Sign into our account
  2. Go to the “Campaigns” tab
  3. Select the “Keywords” tab
  4. Select the “Details” button (located above the statistics table)

-Choose “All” from drop-down menu. This allows you to examine the search terms for every one of your keywords.

-If you just want to examine data from certain specific keywords then choose the desired keywords by clicking the checkboxes beside them. Then click “Selected” from the drop-down menu.

  1. Data that shows you which search terms received impressions and clicks will appear.
  2. Click the “Download” button to download the report.

-the data you see will be from search terms from at least twenty-four hours ago that have gotten either a click within the last thirty days or were searched by a large amount of people.

-the “Other Search Terms” row will display the search terms that did not meet those criterions.

The “Dimensions tab will show you search terms that prompted your ad for the whole account, or particular campaigns or ad groups.

Search Terms - Google AdWords Dubai
Search Terms – Google AdWords Dubai


















How to Find the Dimensions Tab

  1. Select “Dimensions”
  2. Select “View”
  3. Choose “Search Terns” (located in the drop-down).

-You cannot add keywords or negative keywords while studying the search terms report from the “Dimensions” tab.

Utilizing the “Keyword” column in the search terms data to adjust your keywords is going to increase the performance of your AdWords campaign. You will be able to add keywords to your ad groups with confidence that they will do well- because you have seen their high-performance as search terms. The “Keyword” column shows your keywords operating. It does this by showing you how your keywords correspond to what people are actually typing into

How to Enable the “Keywords” Column

  1. Select the “Columns” drop-down menu
  2. Select “Customize Columns”
  3. Select “Attributes” in the “Select Metrics” section
  4. Select the “Add” link (located beside “Keyword”)
  5. Click “Apply”

*The terms that show up in a search terms report show up because they are already getting attention. If they only change you make is adding a term or terms as keywords, then not much is going to change. You will want to make some additional changes either to bids, text ad, or both.

How to Find New Keywords Using a Search Terms Report – Google AdWords

  1. “Sort By” highest click or conversions. This will show you which searches are performing the best.
  2. Look through the terms and analyze the data to find good, quality, relevant terms to add.
  3. Add


Add terms as negative keywords if they are drawing a lot of attention without being relevant to your business. This will prevent your company’s ads from appearing to customers looking for things you do not offer. This will directly improve your CPC.

How to Find Negatives Using a Search Terms Report – Google AdWords

  1. Sort them- you can sort by whatever you would like. A good idea is to sort by highest spend. This will show you which terms are costing you the most.
  2. Review the search terms, looking for those that are irrelevant to your campaign.
  • Search terms with a large number of impressions but few clicks
  • Search terms with low CTR for ad groups

Search terms reports also give good information on match types. Match types have an impact on ad performance. Looking at the “Match Type” column in the report will show you how a keyword’s match type is affecting performance. It shows how closely search terms (that prompted your ads) are associated to your keywords, which match types are operational well for which keywords and searches. This information allows you to tweak match types for your keywords to better target in on the right customers.

Google AdWords says, “that when the search term match type is a close variation, this includes misspellings, singular and plural forms, acronyms, stemmings (such as floor and flooring), abbreviations, or accents.”

As you get more familiar with search terms report you will learn more and benefit more from them. There are certain things you should always look out for and remember when using a search terms report:

*Look for high impressions combined with no clicks

*Look for conversions

*Look for CTR’s that are below average for ad groups

*Look for above average CPC’s

*Look for copies of existing exact match keywords

*Remember that search terms reports should be ran regularly

*Remember that analyzing reports in an constant process


According to Google AdWords, a top movers report lets you “see which campaigns and ad groups have experienced the biggest changes in clicks, costs, conversions, and view details about those changes. Knowing at a glance which campaigns and ad groups are your account’s “top movers” allow you to take action to ensure you are getting the most out of your AdWords investment.” Inevitably, at some point your account measurements will change. Your costs or clicks might suddenly increase or decrease or some other change might occur. In any case you will want to know why these changes occurred, and a top movers report will answer your questions. However, even if your campaign is not experiencing any changes you will still want to keep track of the campaign, and a top movers report will help you do that as well.

The top movers report shows three things. First it shows a summary of the ten biggest movers. Next it shows all the other changes. Finally, it shows the total changes. A summary table is located at the top of your report. This summary table displays, in lists, the entire increases and decreases in costs, clicks, and conversions from your top movers. The “Other Changes” are those changes in ad groups and campaigns in your account that do not meet the standards to be considered top movers. The “Total Change” is the changes from the top movers added to the other changes.

Another valuable part of a top movers report is the “details” table. This contains detailed information for costs, clicks, and conversions. Simply choose the one you want to look at and click on the corresponding button (located in the summary table). The details column shows the primary statistics for the campaign or the ad group during the time period you selected. These statistics deal with impressions, clicks, click-through rate, average position, average cops per conversion etc.

The “Possible Causes” section provides an explanation for changes. This only shows changes in your account. Changes in performance might be caused by changes your competitors make to their accounts, or they could be caused by traffic changes (caused by season changes, changes in brand opinion etc.). You might not always be given possible causes.

How to View a Top Movers Report

  1. Sign into your AdWords account
  2. Go to the “Dimensions” tab (located under “Campaigns”)
  3. Select the “View” drop-down menu
  4. Click “Top Movers”
  5. From the drop-down menu choose a time period to analyze (either 7-day, 14-day, or 28-day)

-the report will compare recent/current status to the preceding status.

-the report compares periods of the same length

  1. Choose a final date for your comparison (you can go back as far as 90 days)

*You cannot compare two periods that are not contiguous.

*A day’s report will be accessible by 6pm on the next day.

*Reports will not be made for accounts that have a total click amount less than 100 for the past week.

*Top movers reports can be accessed for 90days.


In this article

Join the Conversation