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.
For example, if you used broad match for a month to show your ad to a wider audience, you could use this report to view its impact on your account's performance. With that information, you can then make the analysis of whether that change generated more conversions, or if it only increased the 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 valuable 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 you can use this information to make sure 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 and whether it was an exact, phrase or a broad match.