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“Supermetrics is a Bitter Experience! We can pull data from nearly any tool, schedule updates, manipulate data in Sheets, and push data back into our systems.”
Analyzing search query performance from Microsoft Ads in Excel reveals exactly which user searches trigger your ads, helping you refine keywords, identify negative keyword opportunities, and discover new terms to target.
Instead of manually downloading reports that quickly become outdated, you can create a live connection for always-current search query insights.
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 Search Query Performance data with customizable metrics
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Step 4:
Set up auto-refresh to keep your search 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 Search Query Performance Data
After connecting your Microsoft Ads account, you can import your Search Query Performance data:
- In the Coefficient sidebar, click “Import from Microsoft Ads”
- Select “Search Query Performance” from the list of available objects
- Choose which metrics you want to include (impressions, clicks, conversions, 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 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
Analyze Your Search Query Data
With your Search Query Performance data now in Excel, you can identify high-performing search terms that should be added as keywords, and low-value queries that should be excluded with negative keywords. Excel’s sorting and filtering capabilities make it easy to spot patterns in how users are finding your ads.
Create custom columns to calculate metrics like cost-per-conversion for each search query, or use pivot tables to analyze performance by match type, campaign, or other dimensions to optimize your Microsoft Ads campaigns.
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
Related Microsoft Ads Use Cases
How to Import Search Query Performance Data from Microsoft Ads into Google Sheets
Learn how to import live Microsoft Ads Search Query Performance data into Google Sheets using Coefficient for detailed search term analysis and optimization.
How to Import Product Negative Keyword Conflict Data from Microsoft Ads into Google Sheets
Learn how to import live Microsoft Ads Product Negative Keyword Conflict data into Google Sheets using Coefficient for better product feed negative keyword management.
How to Import Product Match Count Data from Microsoft Ads into Google Sheets
Learn how to import live Microsoft Ads Product Match Count data into Google Sheets using Coefficient for better product feed analysis.
Frequently Asked Questions
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How to get Search Query Performance data from Microsoft Ads?
To get Search Query Performance data from Microsoft Ads:
- Log in to your Microsoft Advertising account
- Go to Reports > Standard reports
- Select “Performance” and then “Search term”
- Set your desired time range and metrics
- Run and download the report
For a more streamlined approach, Coefficient imports this data directly into Excel with just a few clicks and keeps it automatically refreshed.
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How do I get a list of Search Query Performance in Microsoft Ads?
To view search query performance in Microsoft Ads:
- Sign in to your Microsoft Advertising account
- Navigate to the Keywords tab
- Click on “Search terms” to see queries that triggered your ads
- For comprehensive data, create a Search Query report
With Coefficient, you can import complete search query data directly into Excel with all relevant metrics, making analysis more efficient and powerful.
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How to automate importing Microsoft Ads Search Query Performance to Excel daily?
Automating search query data imports typically requires technical skills to use the Microsoft Ads API or complex Power Query connections that need maintenance.Coefficient offers a much simpler solution:
- Connect your Microsoft Ads account to Coefficient
- Import your Search Query Performance data
- Open the Coefficient sidebar and click “Refresh”
- Select “Schedule Refresh” and choose “Daily”
- Pick your preferred time, and you’re done
This ensures you always have fresh search query data for analysis without manual effort.
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How do I download Search Query Performance data from Microsoft Ads?
To download Search Query Performance data from Microsoft Ads:
- Sign in to your Microsoft Advertising account
- Navigate to Reports > Standard reports
- Select “Performance” then “Search term”
- Configure your desired date range and metrics
- Click “Run” and then “Download” in your preferred format
With Coefficient, you can skip these manual steps and have search query data automatically imported and refreshed in Excel on your schedule.
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How to send email alerts about Search Query Performance data from Microsoft Ads?
Microsoft Ads doesn’t have built-in capabilities for email alerts based on search query performance, requiring marketers to manually check for changes.Coefficient solves this with its Automations feature:
- Import your Search Query Performance data into Excel
- Set up Coefficient Automations with conditions (e.g., new queries with high CTR)
- Configure email notifications to key team members
- Schedule these alerts to run at your preferred frequency
This ensures timely notification when important search query trends emerge.
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