Definition
A search terms report shows the actual queries that triggered your ads in paid search, used to refine targeting and negatives.
Example
A broad match keyword surfaces irrelevant queries that you add as negatives.
How to use it
- Mine it for new profitable keywords and for negative candidates.
- Review by intent (brand vs non-brand) to keep strategy clean.
- Check for shifts after match-type changes or new campaigns.
- Use conversion lag when evaluating newly added negatives.
Common mistakes
- Reviewing too infrequently and letting waste creep in.
- Adding negatives without checking conversion lag.
- Ignoring geographic or device differences in query intent.
Measured as
Measure Search Terms Report with a fixed attribution window, conversion event, and spend basis before comparing campaigns or creative tests.
Misused when
- Reviewing too infrequently and letting waste creep in.
- Adding negatives without checking conversion lag.
- Ignoring geographic or device differences in query intent.
Operator takeaway
- Mine it for new profitable keywords and for negative candidates.
- Review by intent (brand vs non-brand) to keep strategy clean.
- Check for shifts after match-type changes or new campaigns.
- Use Search Terms Report only inside a stable attribution rule, conversion definition, and time window so campaign comparisons stay honest.
- If performance changes, check whether the metric moved for a real business reason or because the measurement setup changed underneath you.
Next decision
- Read Paid ads bidding & budgeting hub: max CPC, target CPA, and break-even targets if the decision depends on interpretation, policy, or trade-offs beyond the raw formula.
- Decide which report owns Search Terms Report before comparing campaigns, channels, or creative tests.
Where to use this on MetricKit
Guides
- Paid ads bidding & budgeting hub: max CPC, target CPA, and break-even targets: A practical hub for bidding and budgeting: compute max CPC from CVR and margin, set target CPA using LTV, and use break-even CTR/CVR/CPM targets to guide creative and landing optimizations.