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Understanding the performance of specific search keywords is crucial for optimizing search campaigns on platforms like Google Ads and Microsoft Ads. By grouping data by keyword in the Cometly Report Builder, you can see how many events—such as leads, conversions, or purchases—are tied to individual search terms. This report helps you evaluate which keywords are driving success and where to focus your efforts for the best ROI.
This guide will show you how to create a report that groups data by keyword, specific to Google Ads or Microsoft Ads, or combines both if you’re analyzing keywords across multiple platforms.
Step-by-Step Guide to Grouping by Search Keywords
1. Choose Your Metric
Start by selecting the metric you want to analyze. Metrics could include leads, conversions, purchases, or any other key performance indicator for your campaigns.
In the Metrics section of the Report Builder, select your primary metric (e.g., Leads).
To analyze multiple metrics, click Add More Metrics and choose additional options.
2. Select Your Data Source(s)
This report is specific to search ads, so choose Google Ads, Microsoft Ads, or both as the data source(s).
Go to the Sources section.
Click on Google Ads or Microsoft Ads to add them as sources.
If you’re analyzing search keywords across both platforms, select both data sources.
3. Group Your Data by Keyword
Grouping by keyword allows you to see how each search term contributes to your selected metrics.
Scroll to the Group By section.
Select Keyword as the grouping option.
This ensures your report breaks down event totals (e.g., leads or conversions) by the search terms triggering those events.
4. Filter and Narrow Your Data (Optional)
To focus on specific campaigns, timeframes, or attributes, use filters and set the date range.
Add filters to narrow your data by criteria such as campaign name, match type, or device.
For example, filter by a specific campaign if you want to analyze keywords for only one initiative.
At the top of the Report Builder, select your desired Date Range (e.g., Last 30 Days).
5. Choose the Attribution Model
Select an attribution model to determine how credit is assigned to each keyword.
In the Attribution section, choose the model that aligns with your reporting needs.
For search campaigns, we recommended selecting Last Touch - Source Specific so it will show you where the specific keywords were involved for the specific selected sources (in this case Google Ads and Microsoft Ads). We also recommend using First Touch so you can see which keywords drove the initial interaction to drive the event you are analyzing.
6. Generate and Analyze Your Report
Once the report is generated, you’ll see a table displaying:
Keywords in one column.
Metrics (e.g., total leads or conversions) in the next column.
If multiple data sources are selected (e.g., Google Ads and Microsoft Ads), the report will aggregate and display keyword performance across platforms.
Why Grouping by Keyword for Search Ads Matters
Pinpoint High-Performing Keywords: Identify the search terms driving the most engagement and conversions to allocate budget effectively.
Refine Search Campaigns: Use insights to adjust keyword bids, match types, or targeting for better results.
Uncover Trends Across Platforms: Analyze performance on Google Ads, Microsoft Ads, or both to identify trends and areas for improvement.
Optimize ROI: Focus efforts on top-performing keywords while reducing spend on low-performing terms.
Pro Tips for Using Keyword Reports
Use Both Platforms for a Broader Analysis: If your campaigns run on both Google Ads and Microsoft Ads, including both sources in your report provides a complete view of keyword performance.
Leverage Filters for Deeper Insights: Add filters to analyze keyword performance for specific campaigns, regions, or devices.
Test New Strategies: Use the data to adjust keyword match types, pause underperforming keywords, or launch tests with high-performing terms.
Combine with Other Groupings: Add groupings such as Campaign or Ad Group for a more detailed breakdown of keyword performance.
By grouping your data by keyword in the Cometly Report Builder, you gain clarity on the performance of your search terms across Google Ads and Microsoft Ads. Use this report to drive smarter decisions, improve campaign efficiency, and maximize your marketing ROI.