I have run into a few accounts recently that displayed search query data for keywords that had no clicks.
This is not the ‘norm’ as far a search query reports are concerned. Until recently the only data that has ever been shared on a search query report is data that resulted in a click. Sadly advertisers who use broad or phrase match keywords were left guessing as to what actual keywords caused the impressions that did not result in a click-through to their website. This lack of information hinders account optimizations because we are left guessing at what negative keywords need to be included or what new keywords we could be adding to improve CTR.
In reviewing a new account today I see strong evidence that Google is making some changes or perhaps testing something in a limited number of accounts.
As you can see below, there are a good number of keywords that did not result in clicks but Google has provided the keyword data anyway. This report was a quick search query report from within the User Interface vs. the Reporting Section. However the formal search query report includes tons of data on keywords with Zero (yes, I said Zero) clicks!
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Search Query Data Provided for Keywords that did not result in a click
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What is extra interesting is the additional bit of data highlighted in yellow above {more:}. I am not sure if this is additional data from expanded or session based search queries.
What does this mean to people who manage adwords accounts? This much needed transparency allows us better control over the account which ultimately increases quality score and reduces costs.
I hope this is something we can expect to see in all AdWords accounts soon.
I have requested a comment from Google and will report back when/if I get a reply.
Perhaps you have seen this in an account already?
Comments Welcome!
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 Article by: +Kim Clinkunbroomer Clinks Web Service a Google AdWords Partner Company Subscribe: RSS Feeds | Follow me on Twitter |
I believe I’ve been seeing keywords with 0 clicks in the “See search terms” -> “all” pulldown on the keyword tab of a campaign for some time now – certainly more than 1 month and I think quite a bit longer than that. I am in the UK.
In fact one campaign shows 719 keywords and 133 of them have no clicks.
Note there is a serious contradiction in the picture you show which clearly says “Reports exclude keywords with no clicks”.
Hi Martin,
Thanks for the comment – I have been seeing some data here and there in account I review for a little while but it was inconsistent and I had not seen results returned in a full search query report. I have seen more of these results lately and this latest account I am reviewing seems to have much more info than other accounts I have reviewed.
Contradiction? Not sure about that…this is something new to some account yes, do others still lack this? yes.
Hey Kim,
Even I am seeing this data recently. Its good to see data for keywords with zero clicks.
- Sudheer Dayanand
FYI, Active in France as well.
Lovely post, as usual :P
Hi Kim,
Good find! If it’s true – it’s about time!
I am seeing similar traces on some accounts but oddly, in quite a few instances, I can see 0 click search queries for the month of May but not April for the same ad group across a few accounts.
Martin
I’m seeing this on my UK, German and Danish accounts. Thanks for the post. I noticed this few weeks ago and thought that there must be a mistake with the data.
Hello Kim and all other people
I need a help from you masters.
I want to start my own website and I want to create account in google ad words .
So can you people please help me.
Ashutosh,
I am sure there is an expert here at AWHE that can help you. Of course we would need to know more about your advertising objectives, budget, see the site, etc. to build a proper plan for you.
To get started I suggest that you visit our AdWords Experts for Hire page http://www.adwordshelpexperts.com/your-adwords-experts/ to learm more about each expert here and pick the AWHE member that best suits your needs. We are located un the US, UK, and Hungary.
Take Care!
Kim
It has totally baffled me for quite some time why Google has not provided this reporting. Don’t they get it? And what’s even sadder is that the help monkeys actually don’t realize how the current reporting works because it took me many emails with them to discover that you can’t see the no click queries. They kept insisting you could see them.
I think it is a business decision not to show this data. You can only optimize after the click happens and not before. For sheer volume this is a lot of clicks and hence revenue for Google.
If the impression data was available already and accounts optimized based on those, this revenue would be lost. For now, opportunities is a good option to look early for keywords to add to your negative list I think.
I’m not seeing this on most client accounts :( It would be really helpful – I have some phrase match adgroups that are getting really low CTR (with lots of impressions).
It would be very useful to know that all those other people are searching for – it’s probably an unrelated search, but as the two word search term is the exact product description, I’m working blind to try to improve the CTR – I just have no idea what else needs to be excluded.
As one of Adwords big goals is to improve relevancy, they really ought to make this information public so we can improve our positive and negative keywords.
Hi Jonathan,
Sorry you are not seeing it at all but I can honestly say IMHO you are not missing much. While I do see some of the data described above in clients account is it really not much to brag about. I was really hoping that we would see more data come down the pipeline but I am still not seeing much as far as data for impressions and 0 clicks. Hopefully G can work to bring us more of this data soon.
I am working on an article tho that might be a nice workaround. Running some experiments and will report back if I have something good to share.
Kim
Greetings from Singapore!
I’m suffering the same fate here. However i have it for all my other accounts. Only one account isn’t showing and i have been running the ads for the past 2 months.
Everything’s showing ZERO except the bill.