Can someone explain the significance of "Other Search Terms" from the Keyword Report? I've called this out before but again, it is deeply frustrating why I'm paying for keywords that I don't even have access to the query. And don't mention that I should go with Exact Match. I do, but in my case, phrase and broad (modified) are much more profitable.
This is from the Search Query Report, right? The "other search terms" line is simply the unique ways that people searched and triggered your keywords. Let's say your keyword is "plastic widget". Let's say someone typed "plastci widget" and it triggered your ad. Since this is a very unique occurrence (only one or two actually typed this misspelling), the system doesn't show it to you. There is no point since it is so unique and provides no useful information. In fact, a large percentage of searches are unique and you wouldn't want to see a large list of search terms such as: plastci widget, 1 click, 1 impression, 100% CTR, $0.07, position 4.0 So they amalgamate all of them into one line. These other search terms may be profitable, taken as a whole. But if they represent a large percentage of impressions, and especially if not doing as well as the others, you need to think deep about what they might be and use some negative keywords or add some more keywords. You say you are using broad match. Could they be misspellings? In some cases, people tend to search on "plastic widget in mycity" or mytown. Those will certainly produce lots of "others" as there would not be enough searching on the same specific little town. And when people search like that, there can be so many different variations as well. If you suspect your prospects search that way, do a test by using your base keyword and adding a handful of big city names (as a modified broad match) and see what happens. But don't fret over "other search terms". Perfectly normal.