Search Terms Report Hiding Data?

[JavaCofe]

Hi Guys,

I've got a keyword triggering ~55k impressions over the past 30 days but only 10% of the impressions are being reported in the Search Terms report. The Search Terms report gives me 96% of the clicks, but I'm being penalized for low relevancy since my negatives aren't ditching enough traffic. Of the keywords listed in the Search Terms report I get 9% CTR vs. 0.74% overall .. so there is definitely disparity between what the limited view AdWords is giving me and the true picture.

Does anybody know if there is a good way to find out whats driving the 90% of impressions that I can't see (other than the AW Keyword Tool)?

[RhinoFish]

they should rename that report the "Clicked Search Terms" report.
and give us an imps version.

can you be more specific on "I'm being penalized for low relevancy"?

you see, there are search partners that aren't search engines, sometimes, low ctr specific searches aren't hurting you, like when some Amazon page with widgets is "matched" in among your traditional searches, and i doubt G would punish you for the low CTR on those pages... meaning, the Search Terms report is less useful than most think (but it's still better than nothing) because it includes, nested among the stuff you're thinking, these quasi searches as well... those sometimes make it look like your CTR is rock bottom for some specific searches, but it ain't. there, how's that for making the whole thing muddy? :-)

[JavaCofe]

I'm being penalised (QS3) for "below average" ad relevance despite 10 of 11 advertisers being in (presumably) the same boat.

The problem is that there is a major software vendor in the same search vertical as my widget, and they dominate the Organic. But my client and their peers are purely bricks & mortar.

I've just re-run my negatives against the keyword tool suggestions and added a few big terms to my neg list but this still leaves the question of what the heck is driving so much long-tail low CTR :S

[RhinoFish]

"still leaves the question of what the heck is driving so much long-tail low CTR"

didn't like my answer?
:-)

[RhinoFish]

"I'm being penalised (QS3) for "below average" ad relevance"

so it didn't say keyword relevance, but ad relevance?

[JavaCofe]

sorry RhinoFish, I got a bit mixed up with the search partners reference. I do get about 30% of my impressions and 17% of clicks via search partners, do you think it's worth segmenting partners away in a separate campaign?

so it didn't say keyword relevance, but ad relevance?

That's correct

[RhinoFish]

no, not usually - i think it's important to segment them (aka view them segmented) to understand where the low ctr is coming from.

but your issue isn't ctr, you're saying your flag is ad relevance, not ctr...

flags:
[support.google.com...]

ad relevance
[support.google.com...]