A search engine company’s work is never done. Bing Ads has been hard at work, and they’ve updated what they call the Search Term Report. The Search Term Report contains the data that includes the terms that users actually typed before clicking on an ad.
Originally, zero-click search queries were not included in the feature previously, but now, with the new release, they finally are. Before the update, advertisers had been asking to be able to see them in order to build out stronger negative keyword list, as well as being able to discover which terms weren’t doing well with users. After the update, 20 to 40 times more search term data is now available to advertisers.
By allowing advertiser the access to these terms, CTR and quality scores can actually get improved.