What is a search term report?

When you run paid ads on search engines like Google, you choose keywords that you believe people will type to find your business. For example, if you sell "running shoes," you might bid on that keyword. However, people don't always type exactly what you expect. They might search for "comfortable running shoes for women," "best running shoes for marathon training," or even "sneakers for jogging." Your chosen keywords are like a general net, but the actual search terms are the specific fish caught.This is where the search term report becomes incredibly useful. It's a powerful tool found within your paid advertising platform, like Google Ads or Microsoft Advertising. It shows you the exact phrases or "search terms" that real people typed into the search engine right before your ad was shown or clicked. Think of it as a detailed log that gives you a direct look into your potential customers' minds. It reveals their true intentions and helps you understand precisely what they are looking for when they interact with your ads.

Why it matters for your marketing

The search term report is much more than just a list of words. It's a goldmine of information that can significantly improve your ad campaigns and save you money. Without it, you would be guessing what people are searching for, which often leads to wasted ad spend and missed opportunities.

• Refine your keywords: This report helps you make your keyword list smarter. You can find new, valuable search terms that you hadn't thought of and add them to your campaign. Conversely, you can identify terms that are clearly not related to your business and prevent your ads from showing for those searches.
• Save money and improve efficiency: By identifying irrelevant search terms, you can add them as "negative keywords." This stops your ads from showing for searches that won't lead to a sale or a valuable action, preventing you from paying for clicks that go nowhere. This makes your ad budget work harder for you.
• Boost ad relevance: When you know exactly what people are searching for, you can tailor your ad copy to match those specific needs. Ads that are highly relevant to a user's search term are more likely to be clicked, and they often lead to better quality scores, which can lower your costs.
• Discover new opportunities: Sometimes, the report reveals search terms that highlight a need you didn't realize your business could fill. This could spark ideas for new products, services, or even content marketing topics for your website.

How to use the search term report effectively

Using the search term report is an ongoing process of discovery and optimization. It's not a one-time task but a regular part of managing your paid ad campaigns.

• Adding new keywords: Look for search terms that led to positive results, such as clicks, website visits, or even sales, but aren't yet in your keyword list. If someone searched "waterproof running shoes for trail running" and converted, and you don't have that as a keyword, you should add it. Consider adding these as exact match or phrase match keywords to give you more control.
• Adding negative keywords: This is crucial for saving money. Go through the report and identify any search terms that are completely unrelated to your business or indicate a lack of buying intent. For instance, if you sell high-end watches and see searches for "cheap watches for kids," you'd add "cheap" and "kids" as negative keywords. This prevents your ads from appearing for those searches, saving your budget for more qualified leads.
• Improving your ad copy: The search terms people use are often excellent phrases to include directly in your ad headlines and descriptions. If many people search for "durable work boots for construction," make sure your ad copy uses similar language. This makes your ad feel more personal and relevant to the searcher.
• Spotting trends and user intent: Pay attention to the patterns in the search terms. Are people looking for specific features, brands, or solutions to problems? Understanding these trends can help you refine your product offerings, website content, and overall marketing strategy. For example, if you see a lot of searches for "eco-friendly cleaning supplies," and you offer them, you might want to highlight that more prominently.

Best practices for reviewing your report

To get the most out of your search term report, it's important to have a consistent review process.

• Review regularly: For active campaigns, aim to check your search term report at least once a week. This allows you to catch irrelevant terms quickly and adapt to new trends. For smaller campaigns, bi-weekly might be sufficient.
• Focus on performance metrics: Don't just look at the terms themselves. Pay close attention to how each search term performed. Look at the number of clicks, impressions, click-through rate (CTR), and most importantly, conversions and cost per conversion. A term might get many clicks but no conversions, indicating it's not a good fit.
• Group similar terms: The report can be extensive. Instead of analyzing every single phrase, try to group similar search terms together to identify broader themes. This makes the data more manageable and helps you make decisions based on categories rather than individual, unique searches.
• Understand keyword match types: Remember that your chosen keyword match types (broad, phrase, exact) influence which search terms trigger your ads. A broad match keyword will show your ad for a wider range of related searches, while an exact match is very specific. Understanding this helps you interpret why certain terms appear in your report.

The search term report is an indispensable tool for anyone running paid search campaigns. By regularly reviewing and acting on the insights it provides, you can significantly improve your campaign performance, reduce wasted spending, and connect more effectively with your target audience. It's all about listening to what your potential customers are actually saying and adjusting your strategy to meet their needs. Start exploring your reports today to uncover valuable opportunities for your business.