Search Terms Report
The Search Terms Report shows the actual search queries that triggered your ads — as opposed to the keywords you're bidding on.
What is the Search Terms Report?
The Search Terms Report shows the actual search queries users typed that triggered your ads. Your keyword "lawyer Munich" might trigger on the query "best divorce lawyer Munich cost."
Why This Report Matters
- Discover new keywords: Find profitable search terms you hadn't thought of
- Find negative keywords: Identify irrelevant searches to exclude
- Optimize match types: See if your match types are too broad or narrow
How to Use It Effectively
Weekly routine: Check the report at least once per week. Add good terms as new keywords, bad terms as negatives.
Pro Tip: Sort by impressions or cost descending. The terms with most impressions have the biggest impact on your campaign.
Further resources
Frequently Asked Questions
In Google Ads: Select campaign → Keywords → Search Terms. Or via Reports → Predefined Reports → Basic → Search Terms.
Related Terms
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