Search terms

Search terms are the actual queries people typed at the moment your ad appeared. Do not confuse them with your keywords: keywords are what you set in your campaign, search terms are what users actually searched for. The search terms report in Google Ads shows those real queries and is one of your most valuable sources for adjusting your campaign.

Keywords versus search terms

Because of your keyword match types, one keyword can match dozens of different search terms. The keyword “accounting software” on broad match can generate impressions on “best software for freelancers”, “free invoicing” or “accountant cost”. The search terms report makes that difference visible, so you can see whether your bids attract quality traffic or mainly noise.

Why the report saves you money

The search terms report is your control mechanism. In it you see which queries lead to conversions and which only soak up budget. Irrelevant terms you exclude straight away as negative keywords, while strongly performing search terms give you new ideas to add as phrase match or exact match. This way you work towards a higher conversion rate and, in line with the Customer Impact approach, steer on leads and revenue instead of on hollow impressions.

How you use the report

Make the search terms report a fixed habit, especially with new or broad campaigns. Go through the queries regularly, exclude what does not fit and reinforce what works. Looking honestly at this data, even when it shows that a campaign attracts the wrong search traffic, is the basis for an account that truly delivers customers.