New Bing Ads Search Terms Report Shows Zero-Click Terms

Bing Search Term Report Zero Clicks

Bing Ads has announced a revamped version of the Search Query Report, now known as the Search Terms Report. It includes significantly more data and includes zero-click search terms.

Zero-click search terms were previously excluded from search reports. These terms often include valuable insights for advertisers, as they show which keywords ads are being displayed for, but getting no clicks.

Advertisers can now easily analyze these zero-click keywords. Oftentimes, an ad that repeatedly is displayed, yet is never clicked, could have a keyword or keyword phrase in it that should be added as a negative keyword.

Zero-click search terms also fixes the issue where some search terms had understated impressions and overstated click-through rate (CTR) for affected search terms, making some of the data appear skewed.

The update now also provides advertisers with 20 to 40 times more data volume than previously, all without compromising performance.

The Search Terms Report will show 100 percent of the search terms, but advertisers who don't want to see the zero-click keywords data at all can select the Dimensions tab. However, the CTR and impression data will remain as if the zero-click keywords were included in the list.

About the author

Jennifer Slegg began as a freelance writer, and turned to search engine optimization and writing content for the web in 1998. She has created numerous content-rich sites in niche markets and works with many clients on content creation, strategy, and monetization. She writes about many search industry and social media topics on her blog, JenniferSlegg.com and is a frequent speaker at search industry conferences on SEO, content marketing and content monetization. Acknowledged as the leading expert on the Google AdSense contextual advertising program, she runs JenSense, a blog dealing exclusively with contextual advertising. She is also the founder and editor of The SEM Post. She is known by many as her handle Jenstar on various webmaster forums.