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Google Adwords search query performance report is useful to identify the actual keyword queries that triggered your phrase or broad match type keywords in your account.  When you look at the match type column under the Search Query Performance report, you should notice keywords with the match type “Broad (Session-Based)”. Ever wondered what is it?

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Well remember Google Adwords has a feature called expanded match type. Google Adwords generates similar terms based on

1.    User’s current query
2.    Previous queries from the session which are deemed relevant

Google Adwords uses the generated terms to determine whether your ads can be displayed for other search queries. If it finds them to be relevant, your ads will be displayed. Click here to learn more about this.

For ex. A user is searching for auto racing gear and then starts to search for automobiles within the same session. Google Adwords most probably will still show your ads for certain keywords, assuming Google Adwords finds relevance between the terms it generated from the user data and terms in your Adwords Account.

Pitstop Media offers ROI based internet marketing services. If you need help with PPC management or PPC optimization please contact us for a free, no obligation quote. We’ve helped companies reduce their paid advertising cost by as much as 48% and increase AdWords conversion rates by as much as 410%. See our internet marketing case studies.