November 30, 2008
It is vital to know what exactly what your traffic searched to find you since more than 50% of all searches are unique & we could never predict all of the keywords that are relevant and not relevant to our business. The solution that Google offers its advertisers for this problem is the Search Query Report you can easily find in reports tab, It is very simple; All you must do is generate a report for a long period of time in order to get quality results. This report shows you some real terms you got clicks from that were not in your campaign as a result of phrase and broad match keywords. The down part about it is that Google decided they are not ready to provide us with comprehensive data and in the search query reports we receive lots of BS in the form of "2,624 other unique queries"!!! So the bottom line is that the Google SQR only gives us about a quarter of the valuable information we are looking for.
BTW... The reason we want to know about all of these "other unique queries" we are getting clicks from is in order to add them to our campaign or to our negatives in case they are totally irrelevant. That way we may track their performance with much more precision, manage their bids according to ROI & CPA and be aware of our audience's search behavior.
their are a couple of great solutions we have found for this problem: