How Search Terms Works
Google matches eligible searches to keywords and other targeting signals. The search terms report shows many of the queries that produced impressions or clicks.
A Simple Example
The broad-match keyword “garage door repair” might match searches for emergency repair, replacement parts or do-it-yourself instructions. Those are different intents.
Why Search Terms Matters
Search terms reveal the demand you actually bought. They are essential for finding waste, new keyword themes and differences in customer intent.
Common Misreading
A keyword is the advertiser's targeting input; a search term is the user's query. Treating them as the same hides what Google actually matched.
Continue with the practical guide
The glossary gives you the definition. The guide covers the decisions and implementation in more depth.
Use the Search Terms report →