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