All terms
— Google Ads
Search terms report
The search terms report shows the actual queries that triggered your ads — as opposed to the keywords you bought. It is the primary feedback loop for query control and demand discovery.
— In practice
In a broad-match world, the search terms report is where you learn what Google decided your keywords mean. A weekly review does three jobs: harvesting negatives (junk intent), promoting winners (queries earning their own exact keywords and copy), and reading demand language customers actually use.
Privacy thresholds hide a share of query data, which makes the visible portion more valuable, not less — it is the sample you can act on.
— Related terms
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