使用Microsoft Advertising，您可以研究搜索词，然后将它们添加到您的关键词列表中。您还可以使用此功能来识别您想要避免的搜索查询，通过创建负面关键词。
搜索词和关键词的区别
搜索词是客户在Bing、AOL、Yahoo及其联盟搜索合作伙伴上搜索时输入的单词或短语。关键词是您添加到Microsoft Advertising广告系列中，以便将广告定向到客户的单词或短语。
研究搜索词
您可以在Microsoft Advertising中的三个地方获取搜索词列表。每个地方显示的数据有些不同。
| 位置： 从左侧的可折叠菜单中，选择所有广告系列 > 关键字 > 关键字。 |
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| 如何：选中一个或多个关键字旁边的复选框，然后选择搜索词。 |
| 你看到的：过去30天内有大量点击的搜索词列表，以及其他搜索词行，显示了过去30天内有展示次数但没有显著点击的所有搜索词的指标。 |
| 位置：从顶部菜单中，选择报告 > 维度 > 基本 > 搜索词。 |
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| 如何：选择您想在报告中查看的账户和列。您还可以以CSV格式下载报告。 |
| 你看到的：过去30天内点击次数较多的搜索词列表。这个列表与关键字标签页不同，因为它没有其他搜索词行。 |
| 位置：从顶部菜单中，选择报告 > 报告 > 性能 > 搜索词。 |
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| 如何：自定义报告，然后选择运行。 |
| 你看到的：触发你的广告的搜索词的展示次数、点击次数、点击率和平均位置。请注意，搜索词报告的展示次数会少于关键字报告和关键字标签页，因为搜索词报告不包括其他搜索词的数据。关键字标签页和关键字报告包括所有展示次数。 |
将搜索词添加到您的关键词或否定关键词列表
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从左侧的可折叠菜单中，选择所有广告系列 > 关键字 > 搜索词。
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要将一个词添加到您的关键词列表中，请选择一个或多个词 > 添加为关键词。
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要排除与您的业务无关的关键词，请选择一个或多个词 > 添加为否定关键词。
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选择将关键词添加到广告系列或广告组级别，然后选择类型。
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选择应用。
您可以在广告系列级别使用短语关键字匹配类型添加否定关键字。如果您这样做，请在一天后运行否定关键字冲突报告，以识别任何冲突。
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