Getting clicks is easy. Getting relevant clicks? That takes strategy. The key lies in understanding your Google Ads Search Term Report — a goldmine of data that reveals exactly what users typed into Google before clicking your ad. Yet, many advertisers overlook its potential. Here’s how to read it smartly and take action like a seasoned pro.
What Is the Search Term Report?
The Search Term Report shows the actual queries people searched that triggered your ads — not just the keywords you’ve targeted. It bridges the gap between your intentions and how real users behave, helping you refine your Google Ads strategy for maximum return.
Why the Search Term Report Matters
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Uncover wasted spend
It highlights irrelevant searches you’re unknowingly paying for. -
Improve keyword targeting
You’ll find new high-performing search terms to add as exact or phrase match keywords. -
Refine negative keyword lists
Spot off-topic or low-intent queries and block them before they eat your budget. -
Boost ad relevance and CTR
When you align keywords more closely with actual search terms, your ads become more relevant — which improves performance across the board.
How to Read the Report: What to Look For
When reviewing the Search Term Report, focus on these elements:
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Search Term
What users actually searched for. -
Match Type
Indicates how close the user query was to your keyword. Phrase and broad match types often bring surprises. -
Conversions and Conversion Rate
Which queries are actually driving business results? -
Cost per Conversion (CPA)
Are you paying too much for certain terms with low ROI? -
Click-through Rate (CTR)
Low CTR might indicate your ad wasn’t a great fit for the query — consider revising copy or excluding that term.
Pro Tips to Act on Your Search Term Data
Here’s how to turn insights into action:
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Add High-Converting Terms as Keywords
Found a search term converting at a great CPA? Add it to your ad group with the right match type to give it more control and better performance tracking. -
Identify Irrelevant Terms and Add Negatives
Spot terms that don’t align with your product or service (e.g. “free,” “jobs,” “DIY”) and add them to your negative keyword list. -
Group Similar Queries for Ad Group Restructuring
If a cluster of terms doesn’t fit well in a current ad group, create a new one tailored to that theme with specific ad copy. -
Refine Ad Copy Based on User Language
See the exact wording users prefer and match your headlines and descriptions to reflect those phrases. -
Monitor Mobile vs. Desktop Trends
Use segmenting to see if some search terms perform better on specific devices — and adjust bidding accordingly.
Common Mistakes to Avoid
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Only focusing on clicks, not conversions
A high number of clicks means nothing without results. Always analyze conversion metrics alongside search terms. -
Ignoring long-tail search terms
These often have higher intent and lower competition. Don’t overlook them — embrace them. -
Failing to update negatives regularly
User behavior shifts. What wasn’t irrelevant last month might be now. Keep your list dynamic.
Recommended Workflow for Reviewing the Report
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Set a weekly or bi-weekly review schedule.
Don’t treat it as a one-off task. -
Sort by cost and conversions.
Find high-cost, low-converting terms first. -
Tag and label key observations.
Use Google Ads’ built-in labeling to mark good vs. bad terms. -
Take action immediately.
Add keywords, set negatives, restructure ad groups — the longer you wait, the more budget you waste.
Final Thought
Mastering the Google Ads Search Term Report isn’t just about data crunching — it’s about understanding your audience on a deeper level. By knowing exactly what they’re searching for and reacting accordingly, you can eliminate waste, sharpen your targeting, and drive better results from every dollar you spend.
Start treating your search term report as a strategic tool, not an afterthought — and you’ll start seeing results like a pro.