Show search terms that received impressions but zero clicks (zero click search queries)
It would be super useful to have a report of search terms that generated impressions but zero/no clicks aka zero click search queries.
This would be beneficial because:
1) We could find negative keywords to add to our campaigns without incurring the cost of paying for undesirable clicks
2) We could find new search terms to target even if those search terms got no clicks.
3) we could improve CTR by improving the relevancy of the search terms to our keywords
4) we could improve Quality Scores by making sure the search terms are relevant to our keywords
This zero-click impressions feature used to exist but Bing support has informed me that it has been removed.
In fact, here's an article from 2014 highlighting this Bing feature:
From the article: "Focusing in on these terms can help advertisers improve click-through rates and quality scores."
In speaking with Bing support, I was told that this kind of report could be quite resource intensive because of the sheer number of impressions that are generated each day.
To address this concern, it doesn't matter if this report would take longer to generate than a normal search term report. This report could run overnight and generate a list of zero-click search terms for the previous day that you can look through the report in the morning. So it doesn't have to be in real time.
James Carswell commented
It would be less resource intensive but still useful if for zero-click queries it only showed those with more than 1 impression (i.e. ignore single impression, zero click queries, but show everything else).
Greg Kristan commented
Not to be that guy, but you could just export this in excel and only show 0 for clicks to do exactly what you are saying
I'd like to add to this by saying that Bing Ads touted the rollout here:
If the concern is that this is too resource intensive or that it might somehow be used for nefarious purposes, could this ability at least be given to the Bing Ads Services team so that they could run the reports on our request?
Waldir Vieira De Souza Filho commented
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This is needed to find out what search terms are not getting us clicks
If I use broad match I need to know what search terms are not working for me
I need to see what searches triggered the ad impression so I can optimize. Especially for phrase and broad keywords, the info would be helpful.