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Measure the effectiveness of keywords on the search network

Views:0     Author:Site Editor     Publish Time: 2016-06-28      Origin:Site Inquire

Just like all good managers regularly evaluate the performance of their employees, you may also want to check the performance of your keywords to understand which keywords helped you target your Google search network’s advertising campaigns. To do this, you can view and download keyword performance data for a specific period of time, or you can customize your AdWords statistics table to track keyword performance by match type. You can also run a keyword diagnosis to view the quality score of your keywords.

View and download your keyword performance data

  1. access https://adwords.google.cn And log in to your AdWords account.
  2. ClickCampaignlabel.
  3. ClickKeywordlabel. Make sure yourStatistics tableIt includes the date range, columns, filters, and segments you want to include in the report. The segments you apply to the data in the table will appear as columns in the report.Learn how to create a custom data view
  4. ClickdownloadButton Download icon
  5. The statistics table will appear aboveDownload and regularly generate reportspanel.
  6. Name the report and choose the format type.
  7. Clickcreate


Due to the large amount of information collected to create a report, complete data for a specific date will not be available until 3 pm (US Pacific Standard Time) the next day.

Use specific segments, columns, or filters to track keyword statistics

You can customize the statistics table to view keyword data according to the following items:

  • Subdivision: Divide the data into different rows based on the options you choose (such as date, click type, or device).
  • : Add a specific data type to the statistics table.
  • filter: Search for the statistics you want to view.

Use segments to see the performance of search term match types

You can view segmented keyword data by search term match type (triggered your keyword’s broad, phrase, and exact match search terms). This way, you can compare statistics such as clicks, impressions, click-through rates, or conversion rates for the search terms that triggered your ads. With segmentation options, you can determine which keywords work best with a specific search term match type.

To segment data by search term match type, click above the statistics tableSubdivisionButton and select \"Search term match type\" from the drop-down menu.

Use columns to track Quality Score

Quality Score measures the relevance of your ads, keywords, and landing pages to customers. Each keyword has a quality score, expressed on a scale of 1-10, where 1 is the lowest score and 10 is the highest score.

To enableQuality scoreColumn, go toKeywordTab and click above the statistics tableButton and selectEdit column. inAttributesSection, clickQuality scorenearbyAdd to

Use columns to view first page, top page, and first position bid estimates

\"First page bid estimate\", \"Top bid estimate\" and \"Top bid estimate\" can estimate that your ad will appear on Google search when the search term exactly matches your keyword Required for the first page, top page or first place of the resultCost-per-clickbid. These estimates depend on two factors: the keyword’s Quality Score and the advertiser’s recent competition for the keyword. If these ad placements have high bid estimates, this may mean that your keyword’s Quality Score is low.

To view the estimated bids for these ad placements, go toKeywordTab and click above the statistics tableButton and selectEdit column. inAttributesSection, click next to \"Estimated first page bid\", \"Estimated top bid\" or \"Estimated first bid\"Add tolink.

Use columns to see the impact of bid changes on your search network traffic

The columns in the bid simulator can estimate how the following keyword bid changes may affect your weekly search clicks and costs: increase/decrease bids by 50%, increase by 300%, and reach top bids estimated value.

To view estimates, go toKeywordTab, click on the top of your statistics tableButton and selectEdit column. inBid simulatorSection, click next to the column you are interested inAdd toLink or clickAdd all columns

Use columns to view keyword match types

Keyword match types refer to the matching options (broad match, phrase match, or exact match) that apply to keywords. They determine which Google search queries can trigger the display of ads. You may find that some match types can bring you more ad impressions, clicks, and conversions; while other match types can’t bring too many impressions, they can make your ads more accurate.

To monitor specificKeyword match type, Go toKeywordTab, click above the statistics tableButton and selectEdit column. inAttributesSection, clickMatch typenearbyAdd tolink.

Sort keyword data using filters

You can use filters to search for specific types of data to easily evaluate the performance of your keywords. For example, you can filter the data to find keywords that can trigger ads or keywords that have a good return on investment.

To create a filter, go toKeywordLabel and clickfilterButton and selectCreate a filter. In the filter panel, select the filter you want to use from the drop-down menu.

Diagnose keywords

Whether you want to know how a keyword triggered an ad, or want to quickly check a keyword’s Quality Score, you can easily do it by diagnosing the keyword. The steps for diagnosing a single keyword and multiple keywords are listed below, please check the corresponding instructions as needed.

Diagnose a single keyword:

  1. ClickCampaignlabel.
  2. ClickKeywordlabel.
  3. Hover overKeyword statusOn the bubble icon next to it to see if your keyword triggered an ad and its Quality Score. If your keywords do not trigger ads, the system will explain why and help you solve the problem. You can also view detailed information about Quality Score, including keyword relevance, landing page experience, and landing page load time.

Diagnose multiple keywords at once:

  1. ClickCampaignlabel.
  2. ClickKeywordlabel.
  3. Click\"details\"The following menu.
  4. selectDiagnose keywords
  5. Then you will seeDiagnose keywordsPanel, where you can adjust the diagnostic settings to understand specific questions about ad display. For example, you can test whether a Google domain, country, or user of a specific Google interface language can see your ad, and you can also choose the attributes to test.
  6. ClickRun test
  7. After obtaining the diagnosis,statusThe information in the column will change accordingly. To view the diagnosis results of a specific keyword, hover overstatusOn the corresponding bubble icon in the column. Click at the top of the tableshut downLink to clear diagnostic information.


The diagnosis result is only applicable at the moment when the diagnosis is run, and may soon become obsolete. Above the statistics table, you can see the exact time of the most recent diagnosis (\"Diagnosis completed--\"). To check the latest information, please run keyword diagnosis again.

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