Search queries report

The report contains user queries from search platforms where your ads were served. Those can be the queries that semantically match your keyword.

How to create a report

1. Click the View statistics link on the campaign page.

2. On the Statistics page, click Search queries.

To view the statistics for all campaigns: in the side menu, select Statistics → Statistics for all campaigns. You can configure and save your settings in the same way as in the Report Wizard.

The report shows:

• Search query: The query entered by the user.

• Impression criterion: The condition that triggered the ad.

• Targeting category: The search query must match one of the categories.

• Match type: The accociation between the original keyword and the keyword that triggered the ad.

• Matched keywords: The keywords selected automatically using the filters for product ads and catalog page ads, as well as semantic matching.

Data is available for the past 180 days.

The "Other search queries" row contains the following data:

• Unprocessed queries, which are queries made less than an hour ago (even if there were clicks for them).

• Queries that had no clicks and a small number of impressions (except for queries that previously had clicks or under other campaigns, because they appear in separate lines).

Impression criteria, targeting category, and match type

Type of impression criteria

Report cross-section	Meaning	Example
Keyword	Ads are shown for queries that contain the entire keyword. Learn more about keywords	An ad with the keyword birthday quest is triggered by the query doing a birthday quest
Autotargeting	Ads are shown to everyone who searches for your products or services based on the ad content, without using keywords. The system matches the ad title, text, and landing page with users' search queries in real time. More about autotargeting	An ad with a text about space travel that leads to in-space.ru is served when someone searches for tours to Mars.
Retargeting list	Combines goals and segments from Yandex Metrica with Yandex Audience segments. Ads are served only to your desired audience. Learn more about retargeting lists	For the keyword buy sofa and the retargeting criterion visited site, the ad is served to users who typed “buy sofa” in the search bar and have already visited the site.
Interests and demographics	The ad is served to users whose online behavior places them in a specific group. Short-term interests and habits are derived from visited sites and apps, subjects of search queries, and travel routes from geoservices. Learn more about impressions based on interests and habits	An ad for airline tickets or a summer clothing sale is served to people planning a vacation.
Offer retargeting	Ads are served to users who already interacted with product ads or catalogs on your site.	A user viewed a product or catalog on your site. They'll see this information again in a Yandex Advertising Network ad.

Targeting category

Report cross-section	Meaning	Example
Targeted queries	The ad perfectly meets the user query.	For the advertiser “World of backpacks” that places a “Laptop backpack” ad, a target query is buy a laptop backpack
Alternative queries	The user is looking for a product that can be replaced by the advertised product. The ad might also meet the query in this case.	The “Laptop backpack” ad is shown for the query buy a laptop bag
Related queries	Queries for products that might interest the user in relation to the advertised product or service.	The “Laptop backpack” ad is shown for the buy a laptop query
Queries mentioning competitors	Searching for the advertised product at the competitors.	The “Laptop backpack” ad is shown for the buy a laptop backpack Planet of backpacks query
Broad queries	The query is broader than the advertised offer.	The “Laptop backpack” ad is shown for the buy a backpack query
Undefined	The query doesn't fit into any category.

Match type

Report cross-section	Meaning	Example
Word-by-word	Ads are shown for the queries that wholly include the specified keywords.	An ad with the birthday quest keyword is triggered by the order a birthday quest query.
Semantic	The ad is triggered by queries that refine the keyword semantically (contain typos, synonyms, more specific words, or use alternative word order).	An ad with the keyword purchase quest for children is triggered by the query quest for children buy and an ad with the keyword where to eat is triggered by the fast food restaurants query.

How to use report data

By using report data, you can work on keywords for which your ads are being served in response to. For example:

• Add queries with a high CTR to keywords.

• Add non-relevant queries to negative keywords for a campaign or ad group.

Adding a search query to keywords

To expand your list of keywords, choose the required search queries in the report, and then click Add to keywords at the bottom of the page.

In the Adding keywords window that opens, edit the keywords (if required) with the use of operators, set the bid for the selected keyword or set a common price, then click Save.

As a result, unique keywords from selected search queries will be added to keywords for a specified ad group. If, while adding keywords to an ad group, the keyword limit is exceeded, then this ad group will be copied, and the keywords which do not fit into the original ad group will be added to the newly-created ad group.

If adding search queries to keywords doesn't work out due to exceeding the ad group limit for a campaign, you can try reducing the number of added keywords, reducing the number of keywords in original ad groups or reducing the number of ad groups in the campaign.

Adding a search query to negative keywords

To refine your keywords, choose non-relevant search queries that display your ads and then click Add to negative keywords at the bottom of the page.

In the Adding negative keywords window that appears, you can edit the selected keyword by using the operators +, !, []. By default the added keyword will be specified in inverted commas "". You can select the level for applying the negative keyword, such as at the ad group or campaign level. Click Save.

You will get a warning if you exceed the character count limit for an ad group or campaign while adding the selected search queries to negative keywords.

If a new negative keyword matches an existing keyword, you will also receive a warning.

Learn more

• Negative keywords

Questions?

 

A file which contains information about product offers. In unified performance campaigns, you can use feeds to create product ads and catalog page ads.