A report listing exact search queries users typed that caused ads to show in ad platforms like Google Ads.
Advertisers read it alongside keyword performance data and conversion metrics for optimization.
01What it is and how it works
The Search Term Report is generated from the matching process between your keywords and user queries. When a user searches on Google, the system checks if any of your keywords match the query based on the match type (exact, phrase, broad). If a match occurs, your ad may show. The report records the exact query, the match type that triggered the ad, and performance data such as impressions, clicks, cost, and conversions. It updates daily and is available in the 'Keywords' section of Google Ads under 'Search terms'. For example, if you have a broad match keyword 'shoes', the report might show queries like 'red sneakers', 'running shoes', or 'cheap boots'. Each row shows the query and its metrics, letting you see which searches are actually driving results versus just spending budget.
It is a list of the real searches people used that made your ad appear, with numbers on how many clicked and how much it cost.
02What to do about it
Review the Search Term Report at least once a week. Start by sorting by cost or impressions to find the queries that matter most. Add high-performing queries — those with good conversion rates and low cost per conversion — as exact match keywords to capture that traffic more precisely. Add irrelevant or low-performing queries as negative keywords to stop wasting spend. For example, if you sell premium products and see 'cheap' in many queries, add 'cheap' as a negative keyword. Adjust bids for queries that have high click-through rates but low conversion rates by either improving the landing page or lowering bids. Use the report to build a list of negative keywords that you update regularly. Also, segment the report by match type to see how broad match is performing versus exact match.
03How it is measured or noticed
You access the Search Term Report directly in your ad platform. In Google Ads, navigate to 'Campaigns' > 'Keywords' > 'Search terms'. The report displays columns for each query: impressions, clicks, click-through rate (CTR), average cost per click (CPC), cost, conversions, and conversion rate. To notice patterns, look for queries with high impressions but low CTR — that often means your ad copy does not match the query intent. Queries with high cost but zero conversions are candidates for negative keywords. Queries with high conversion rates should be added as exact match keywords. Also, watch for queries that are misspellings or synonyms of your target terms; they may be worth adding as keywords if they convert.
04Common mistakes
- Ignoring the report entirely and relying only on keyword performance data.
- Only looking at converting queries and missing the wasted spend from non-converting queries.
- Not adding negative keywords from the report, letting irrelevant traffic drain the budget.
- Using broad match keywords without monitoring the Search Term Report regularly.
- Assuming all impressions are relevant — many queries may be tangentially related but not valuable.
- Not segmenting by match type, so you cannot tell which match type is causing irrelevant traffic.
05Limits
The Search Term Report has several limits. It only shows queries that triggered your ads; queries that did not match any keyword are not included. For low-volume campaigns, the report may have few rows or show 'other' for queries below a privacy threshold (usually when fewer than a certain number of users searched that term). It does not show queries that were blocked by negative keywords. The report is often confused with the keyword performance report, which shows metrics for your keywords, not the actual user queries. Also, the report may not be available for all campaign types (e.g., Display Network campaigns do not use search queries in the same way). For brand campaigns with exact match, the report may only show brand queries, limiting its usefulness for discovery.
06Worked example
Suppose you run a campaign for 'leather jackets'. Your Search Term Report shows the query 'cheap leather jackets' with 500 impressions, 50 clicks, and 2 conversions. Meanwhile, 'motorcycle leather jackets' has 200 impressions, 10 clicks, and 0 conversions. You add 'cheap leather jackets' as an exact match keyword and add 'motorcycle' as a negative keyword to avoid irrelevant spend.
Frequently asked questions
How is a Search Term Report different from a keyword report?
A Search Term Report shows the actual search queries users typed that triggered your ads, while a keyword report lists the keywords you bid on. The Search Term Report helps you see which queries are matching your keywords and whether they are relevant.
Should I add negative keywords based on the Search Term Report?
Yes, you should regularly review the Search Term Report and add irrelevant or low-performing queries as negative keywords. This helps reduce wasted spend and improves your campaign's targeting and ROI.
How do I access the Search Term Report in Google Ads?
In Google Ads, go to the Campaigns tab, then select Keywords, and click on Search Terms. You can also find it under Reports or by using the search bar. The report is available directly in the platform.
Does the Search Term Report show every search query that triggered my ad?
No, the Search Term Report only shows queries that received enough impressions. Google may omit low-volume queries due to privacy thresholds or aggregation limits, so you won't see every single search.
What happens if I ignore the Search Term Report?
Ignoring the Search Term Report can lead to wasted budget on irrelevant searches, missed opportunities for new keywords, and lower conversion rates. Regular review is essential for optimizing performance.
How often should I check the Search Term Report?
You should check the Search Term Report at least once a week. More frequent checks may be needed for high-spend campaigns or during testing phases to quickly catch irrelevant queries.
Asked out loud
spoken, not typedThe same term in the words somebody uses speaking to an assistant rather than typing into a box — written from the situation, which is why each one carries the situation it came from.
You should check your Search Term Report to see which actual search queries are driving those clicks. It might reveal irrelevant queries that you can add as negative keywords to improve conversion rates.
Look at your Search Term Report in your ad platform. It lists the exact queries users typed, so you can identify wasteful spending and optimize your keyword strategy.
The Search Term Report is the best place to start. It shows the actual searches triggering your ads, so you can quickly add negative keywords and refine your targeting.