Definition
The search terms report shows the actual searches people typed that triggered your ads, as opposed to the keywords you bid on.
In practice
It is the main tool for finding wasted spend: queries with cost and no conversions that do not match your offer.
Since 2020, Google shows fewer low-volume search terms for privacy reasons, so the report covers most but not all spend.
Regular reviews turn the report into two lists: negative keywords to block waste, and new keywords for queries that convert.
Learn more: Search term audit.
Related terms
- Negative keywordsNegative keywords prevent your ads from showing on searches that contain them.
- Smart BiddingSmart Bidding is a group of Google Ads bid strategies that use machine learning to set bids in each auction, aiming for conversions or conversion value.
- Target CPA (tCPA)Target CPA (tCPA) is a Smart Bidding setting that tries to get as many conversions as possible while keeping the average cost per acquisition near the target you set.
How Markitech helps
Markitech connects your AI to Google Ads, GA4, Google Tag Manager, Meta and 12 more platforms, so it can check how Search terms report is set up in your own accounts and tags and propose fixes. Every change is held until you approve it.