Bing has launched a major update to their Search Query Report, which was also renamed the “Search Term Report.” The report is where advertisers go to look at what terms users are typing in when they see their ads, when they are clicking the ads, and other valuable data. With the update, marketers will now be able to see the ‘zero-click’ queries as well. These are the terms that people type into the search engine, the ad is displayed, but nobody is clicking.
This data is particularly valuable to marketers because it allows them to get better insight into what potential customers are looking for when they type in specific words. Marketers can add those terms to a negative keyword list, which ensures they aren’t wasting their budget on keywords that don’t convert. This is a feature that advertisers have been asking for, and it is now available.
It will be possible to view only search terms with one or more click on them as well, by visiting the dimensions tab, so marketers don’t have to be bogged down with the extra data when they don’t need to look through the potentially huge number of unused terms.
According to the official announcement from Microsoft, “the search term report now captures approx. 20 to 40 times more terms than in the past, and Bing Ads Engineering team was able to achieve it without compromising performance.” This is quite a significant update to their system, and from the looks of it, it will be something marketers will really enjoy.
Of course, Bing has a long way to go before they catch up with Google in terms of search advertising, but they are clearly making an ongoing effort to satisfy the desires of their customers.
You can see the official announcement HERE.
