Definition
The search terms report lists the actual searches that triggered your ads, with the cost, clicks and conversions each one produced. It's the main source for finding wasted spend and new keywords.
MegaMCP glossary32 terms
Explained
Keywords are what you bid on; search terms are what people typed. With broad match and close variants, the two can differ a lot.
Google only shows terms searched by enough people, so part of your spend is always attributed to terms you can't see. Microsoft Ads offers an equivalent report for Bing searches.
Read more
- Paid searchThe Google Ads search terms report: finding wasted spendHow to read the Google Ads search terms report, set data-driven thresholds for wasted spend, use n-grams, choose negative keyword…
- Paid searchUsing AI for Google Ads safelyHow to let Claude or ChatGPT work in Google Ads without risking your budget: read vs write access, change approvals, spend caps…