搜索词报告显示了当您的广告展示时，人们在搜索什么。通过这些展示次数、广告位置和点击数据，您可以为您的广告组优化您的关键词和否定关键词列表。了解更多关于关键词匹配类型，以及如何使用它们。
这是一个例子：假设你是一家使用关键字软件开发, 软件下载, 和 学校软件的小型软件公司。您运行一个搜索词报告，发现搜索词 教育软件下载为您的广告带来了很多展示次数。展示次数可能会转化为点击，点击可能会带来销售，所以您决定把这个关键词添加到您的关键词列表中。搜索词 杀毒软件下载 也会导致很多展示次数，但是你的公司并不生产杀毒软件。所以你决定把这个词加入你的否定关键词列表，以过滤掉你知道对你没有帮助的展示次数。
在“关键字”选项卡上创建搜索词报告
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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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选择下载，然后选择报告的格式和细分。
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选择下载。
在报告页面上创建一个搜索词报告
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从顶部菜单中，选择报告 > 默认报告 > 性能 > 搜索词。
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根据需要更改报告的条件格式、日期/时间范围、账户范围或列。
搜索词报告只包含在指定时间段内有大量点击的搜索词。这意味着搜索词报告中列出的展示次数可能只是其他性能报告（例如，关键词性能报告，广告系列性能报告等）中总展示次数的一部分。
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