← Glossary
Search Terms Report
The search terms report shows the actual queries people typed before clicking your ad, as distinct from the keywords you chose to bid on.
Why it matters
It is the only place you see what you are really buying. Keywords are your intent; search terms are the market's.
What people get wrong
Treating a term with no conversions as automatic waste. For a business whose leads arrive by phone, a zero-conversion search term may simply be one whose calls were never tracked. Check whether calls are being recorded before you pause anything.