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Search Terms Report

Définition

The Search Terms Report in Google Ads shows the actual search queries that triggered your ads. Unlike keywords (which you bid on), search terms are what users actually typed. Regularly reviewing this report helps you discover new keyword opportunities, add negative keywords, and eliminate wasted spend on irrelevant traffic.

What the Search Terms Report Reveals

The Search Terms Report lists every actual query that triggered your ads, along with impressions, clicks, cost, conversions, and the keyword that matched. It shows which match type was triggered (exact, phrase, or broad) and which ad group served the ad. This data reveals the gap between your keyword strategy and real user behavior. You will often find high-performing queries you did not target explicitly and irrelevant queries burning your budget that need to be excluded.

How to Use the Search Terms Report Effectively

Review the report weekly at minimum. Sort by cost to find the most expensive queries and verify they convert. Add high-converting search terms as exact match keywords to gain more control over bids. Add irrelevant or non-converting terms as negative keywords. Look for patterns: if multiple irrelevant terms share a common word, add that word as a broad match negative. Pay special attention to broad match keywords, which can match a wide variety of queries. This iterative process is one of the highest-ROI optimization activities in Google Ads.

Common Mistakes When Analyzing Search Terms

The biggest mistake is reviewing search terms too infrequently, allowing wasted spend to accumulate over weeks or months. Another common error is adding every non-converting term as a negative without considering sample size: a query with 5 clicks and zero conversions may simply need more data. Be cautious about adding broad negatives that could accidentally block relevant traffic. Also, note that Google does not show all search terms (some are grouped as 'Other'), so the report is comprehensive but not exhaustive.

Search Terms Analysis with AdWhiz

AdWhiz automatically analyzes your search terms report and flags wasted spend from irrelevant queries. The audit identifies negative keyword opportunities you may have missed and estimates the monthly savings from adding them. The AI groups related search terms into themes, making it easy to spot patterns and take bulk actions. This analysis is one of the most impactful parts of the AdWhiz audit, often uncovering 10-30% of budget going to non-converting search terms.

Foire aux questions

Keywords are the terms you bid on in your Google Ads account. Search terms are the actual queries users type into Google that trigger your ads. A keyword like 'running shoes' (phrase match) might be triggered by the search term 'best running shoes for flat feet.' The search terms report shows this relationship.

Review search terms at least weekly for active campaigns. High-spend campaigns or those using broad match keywords should be reviewed more frequently. Set a regular schedule to prevent wasted spend from accumulating. Even a 15-minute weekly review can save significant budget over time.

Google groups low-volume search terms under 'Other search terms' to protect user privacy. These typically represent queries with very few impressions. While you cannot see individual terms, the aggregate data is still included in your campaign metrics. Focus your optimization on the visible terms that drive the most spend.

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