Analyzing Product Search Query Performance data from Microsoft Ads in Excel helps e-commerce marketers understand which search terms are triggering their Shopping ads, enabling better product feed optimization and negative keyword refinement.
Instead of manually downloading reports that quickly become outdated, you can create a live connection for always-current insights into your product search query performance.
TLDR
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Step 1:
Install Coefficient from the Office Add-ins store in Excel
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Step 2:
Connect your Microsoft Ads account to Coefficient
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Step 3:
Import Product Search Query Performance data with relevant metrics
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Step 4:
Set up auto-refresh to keep your query data current
Step 1: Install Coefficient and Connect Your Microsoft Ads Account
Start by installing the Coefficient add-in in your Excel workbook and connecting to your Microsoft Ads account.
- Open Excel and navigate to the Insert tab
- Click Get Add-ins and search for “Coefficient”
- Install the Coefficient add-in from the Office Add-ins store
- Once installed, open the Coefficient sidebar and click “Import”
- Select “Microsoft Ads” from the list of available connectors
- Follow the authentication prompts to connect your Microsoft Ads account

Step 2: Import Product Search Query Performance Data
After connecting your Microsoft Ads account, you can import your Product Search Query Performance data:
- In the Coefficient sidebar, click “Import from Microsoft Ads”
- Select “Product Search Query Performance” from the list of available objects
- Choose which metrics you want to include (impressions, clicks, conversions, revenue, etc.)
- Apply any filters to focus on specific campaigns or date ranges
- Click “Import” to bring the data into your Excel spreadsheet

Step 3: Set Up Auto-Refresh for Your Data
Keep your Microsoft Ads product search query data fresh by setting up automatic refreshes:
- Select any cell in your imported data range
- Open the Coefficient sidebar and click “Refresh”
- Click “Schedule Refresh” to set up automated updates
- Choose your preferred refresh frequency (hourly, daily, or weekly)
- Confirm your settings to activate the auto-refresh schedule

Optimize Your Product Feed Based on Search Queries
With your Product Search Query Performance data now in Excel, you can identify the exact search terms triggering your Shopping ads and how they perform. Create pivot tables to analyze query performance by product or product group, and use Excel’s text analysis functions to identify patterns in high-performing queries.
Use these insights to enhance your product titles and descriptions with high-value search terms, add negative keywords for irrelevant queries, and refine your product feed attributes to better match customer search behavior. This data-driven approach will improve your Shopping campaign relevance, quality scores, and overall ROI.
Microsoft Ads Data Available in Coefficient
Available Objects
- Campaign Performance
- Conversion Performance
- Keyword Performance
- Search Query Performance
- Account Performance
- Ad Dynamic Text Performance
- Ad Extension By Ad
- Ad Extension By Keyword
- Ad Extension Detail
- Ad Performance
- Age Gender Audience
- Audience Performance
Frequently Asked Questions
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