Search Terms Report

A Search Terms Report shows the real queries users typed before clicking your ads. It is one of the most important optimization views because it reveals intent quality, wasted spend, and new keyword opportunities beyond your initial targeting list. Teams use it to promote high-converting queries into exact or phrase targets and to add irrelevant queries as negative keywords. It also helps diagnose match-type behavior, ad group structure problems, and message mismatch between keyword and ad copy. Reviewing this report regularly keeps campaigns efficient and prevents gradual budget leakage into low-intent traffic.