Paying attention to search query reports while using AdWords for the pay per click campaigns is the key to successful PPC. Reports will show the keywords that are being used to reach you, and also helps you identify the negative keywords.
Query reports basically comprise a list of search terms which trigger the impression of the associated ads. Below mentioned are the ways to make use of that search query:
1. Find out newer negative keywords. Undoubtedly, those advertisers who ignore this report will be surprised to see how many irrelevant terms can actually match with their ads. So set them as negative keywords. This way one can save big money on those clicks which are wasted and do not yield any conversion.
2. Second suggestion is to figure out new keywords. By checking the reports watchfully, you will identify new terms used by public. Including those new keywords and publishing specific and associated ad text in order to support those keywords can improve the profits by improving the quality of clicks.