Performance by Keyword & Query Type - User Guide

What does it do?

This enhanced script shows performance results for keywords, queries and match types. It shows how closely user queries are to matching the keywords in an account. With the help of this script, you can strategize usage of keyword and match types to trigger ads for your target audience. 

Say you used broad match for a month to show your ad to a wider audience. With the help of this report you can view its impact on account performance. You can then analyze, for example, if you could you get more conversions for your account or if it just increased impressions and cost?

Why should you use it?

This script provides after-auction results for keyword and query performance. Advertisers can gauge how closely queries are mapped to the keywords. 

This information can be used to improve account performance as it provides insights to decide which type of keywords are more beneficial. For example, if an ad shows for queries that are remotely related to keywords and do not convert (broad match), then one can make sure that no more budget is spent in vain. However, if the ads show more in cases when the query is extremely close to the keyword (exact match) and converts as well, then it might be a good idea to prefer adding exact match keywords to your account. It also helps understand the average length of a keyword that works well for the account.

How does it work? 

This script generates a Google Spreadsheet with performance aggregated data for the following segments:

1. Keyword performance 

  • Performance report of 1 word, 2 word, 3 word, 4 word, 5 word keywords and so on.
  • Performance report of match types - exact, phrase, broad.

2. Query performance 

  • Performance report of 1 word, 2 word, 3 word, 4 word, 5 word length queries which triggered ads and so on.
  • Performance report of query match type - it explains how the query relates to the keyword in the account - was it an exact, phrase or a broad match. 

Choose the account you want to run the script in and go to the All Enhanced Scripts page. On this page select the Performance by Keyword and Query type script. You can either create a new setting by selecting 'Create new setting' or 'Copy setting from an existing account'. 

To create a new setting, follow the steps below:

Basic Settings

Setting Name:
Enter the name you want to give the setting. One script can have multiple settings for the same account. You can choose to pause and enable settings as you wish. For example, in one setting you can choose to run the script for brand campaigns and in another setting you can choose to run it for non-brand campaigns.

Spreadsheet URL:
The script generates a report in a Google spreadsheet, and you can choose to copy the report in an existing spreadsheet, for which case you can copy paste the URL in this field. Otherwise, you can leave it as NEW and this will generate a new spreadsheet for the report.

Campaign Label:
Name of the campaign label in AdWords which should be analyzed when the script runs. This field is optional.

Campaign Name Contains:
If you want to run the script for specific campaigns, you can mention the name of the campaign in this field. Leaving it blank will run the script for all campaigns. This can be helpful if you have a very large account or well-segregated campaigns based on product category. For example, if you put 'Brand' in this field, the script will run for all campaigns that have 'Brand' in their name.

Email Addresses to Notify:
If you'd like to let someone know after the script has run, enter their email addresses here. Multiple email addresses can be entered.

Share Results Spreadsheet With These Google Accounts:
In this setting, you can mention the Google account emails that should have access to the spreadsheet that contains the report.

Choose the date range for which you want the script to aggregate data. The default is set to last 30 days.

How to install and run the enhanced script?

After entering the details for the setting, click on 'Save settings'. This will give you an option to 'Download' the script which can then be installed in the AdWords account. For detailed steps on how to install a script in AdWords, read this article. This script can also be run at the MCC level. This article explains how to install and run enhanced scripts at the MCC level.

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