What is the search terms report?

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The search terms report is a list that tells you which terms people used to trigger and click on your ad. This report can be run at the account, campaign, or ad group level.

The report also allows us to know if the search terms are the ones we really want to activate our ads.

To fully understand how it works, you need to be very clear about the difference las vegas email marketing address between search terms and keywords. While search terms are the words that users have used to make a query within the Google search engine, keywords are the terms that we previously choose to activate our ads.

What is it for?
Search terms , as we said before, show information about what users are actually searching for.

Win customers!
Among the main functions that the search terms report analysis has in our SEM strategy, we will find:

Finding new keyword ideas that we hadn't considered before
Identify negative keywords.
Determine which match types work best, as the search terms that trigger your ads depend on the keyword match type selected above. Exact match is the only match type that ensures you're not triggering variations of the keywords you're bidding on.
Better segment our campaigns by creating new ad groups.
Performing search term analysis will help us avoid spending on search terms that do not contribute anything to that campaign, ad group, or the account in general.

How to access the search terms report within Google Adwords?
To access the Google Adwords search terms report, follow these steps:

Select the desired time period for which you want to create the report.Google Ads Calendar Selector
Select the campaign
If you want to create a report by ad group, access the desired ad group.
In the left side menu, click on the <<Keywords>> section.
Within <<Keywords>> we will find the <<Search Terms>> section.Google Ads Left Side Menu
Once there, you will find a list with all the search terms that users who clicked on your ads have used to activate them. This table is customizable and you can add or remove KPIs according to your SEM strategy in that campaign or ad group.Google Ads Search Terms List
Once there, you can select the terms you want to add to the campaign or ad group or, otherwise, exclude it by adding it as a <<negative keyword>>.Selected search term
By default, this term is added in exact agreement. If you prefer to add it with another type of agreement, you only have to replace it with the corresponding symbols.Box to add search term as negative keyword
How often should I analyze the search terms in my campaigns?
The frequency with which we should perform the analysis of the search terms report for our campaigns will depend on several factors. Whether it is a long-term campaign or one with a specific duration. If it is a long-term campaign, or one for which there is no end date, this analysis will be performed on a recurring basis, at least every ten days. And, if it is a campaign with a specific duration, it will depend on whether it is a campaign that lasts a week or a month.

Conclusion
In short, it is very important to perform the analysis of the search terms report on a recurring basis in order to optimize your campaigns; adding the terms for which you want your ads to appear or excluding those terms for which you do not want them to appear in order to improve the quality of your ads and achieve better results.