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.