5 Tips for Better Results Using the Google Ads Search Terms Report

The Google Ads search terms report is one of the most powerful tools for optimizing your campaigns. Yet, many users misunderstand or underutilize it. Here are five actionable tips to help you make the most of your Google Ads search terms report and achieve better campaign results.

Keywords vs. Search Terms: A Quick Recap

Before diving into the tips, let’s clarify the difference between keywords and search terms:

• Keyword: The term you add to a campaign, specifying the type of search you want to target.
• Search term: The actual phrase typed by a user that triggered your ad.

Understanding this distinction helps you fine-tune your strategy to match real user queries more effectively.

1. Your Search Terms Have Match Types Too

Search term match types are just as important as keyword match types. Here’s why:

• Keyword Match Type: The rule you set for Google.
• Search Term Match Type: Google’s judgment on how closely the user’s query aligns with your keyword.

Example: If you set a broad match keyword, but the search term is categorized as an “exact match close variant,” Google thinks it closely matches even though the keyword isn’t exact. This can help you refine your targeting.

2. The Report Isn’t Just for Adding Negative Keywords

Many marketers make the mistake of relying too heavily on negative keywords. While important, they shouldn’t be your first line of defense. Instead, assess your targeting:

• Are your keywords too broad?
• Could you narrow your match types?
• Is AI Max targeting too wide?

Fine-tuning your targeting first can reduce irrelevant traffic and cut down on the need for excess negatives.

3. Customize Your Report for DSA and AI Max Campaigns

If you’re running keywordless campaigns like Dynamic Search Ads (DSA) or AI Max, adjust your view for better insights:

• DSA View: See which landing pages are tied to each search term.
• AI Max View: Check how the landing pages and RSA headlines are working for each search term.

These custom views will help you optimize performance, especially with automated campaigns.

4. Don’t Ignore “Other Search Terms”

At the bottom of your search terms report, you’ll find the “Other Search Terms” section. While Google hides these due to privacy or volume reasons, you can still analyze their performance.

• If these “other” terms perform well, consider broadening your targeting.
• If they’re underperforming, narrow your focus or adjust your bid strategy.

Understanding this hidden data can provide valuable insights for fine-tuning your campaigns.

5. Analyze Search Terms Alongside Their Keywords

A powerful strategy is to compare search terms with their respective keywords. Adding the Keyword column to your report allows you to see which keyword triggered each search term.

This can help you identify:

• Keywords generating irrelevant search terms (pause or refine them).
• Strong search terms that can be promoted to their own keywords.

Conclusion: Get More from Your Google Ads Campaigns

The search terms report is an essential tool for optimizing Google Ads campaigns. By using it strategically—beyond just adding negative keywords—you can improve targeting, reduce wasted spend, and get closer to what your real customers are searching for.

If you’re ready to optimize your Google Ads campaigns and reach the right audience, partnering with a professional PPC team can make all the difference. At Earn SEO, our team of experts specializes in crafting data-driven PPC campaigns tailored to the unique needs of businesses in New York. We understand the intricacies of search terms, targeting, and ad optimization, helping you achieve higher ROI. Whether you’re aiming to reduce wasted ad spend or enhance conversions, our PPC services are designed to maximize your campaign’s success. Get in touch with our New York-based PPC experts today to take your Google Ads to the next level.