The search term is what the advertiser adds to their account. The search query is what the user actually typed. This is how you read the Search Terms report, create precise keywords from your findings, and cut unnecessary costs with negatives.
What is a search term vs. a keyword?
Keyword is a term that you add to the campaign.
Search term is the query that the user actually typed.
The difference is important: a keyword triggers the ad “according to the rules” (match type), but the search term report provides information about actual demand and quality. From there, you can find both new exact keywords and negatives.
In short: search terms = truth; keywords = steering handle.
Where do I see the search terms and what do I do with them?
Google Ads: Reports → Search Terms (group or level).
Meta/TikTok/LinkedIn: no search terms (audiences), but the same logic applies to the quality of targeting.
Three main purposes
Find new exact matches. Good, relevant searches → add exact
[ ]or phrase" ".Cut the unnecessary. Bad, wrong intent/area → add as negative (broad/phrase/exact).
See the intent. Understand the buying stage: “price”, “nearby”, “what is…”, “guide” → build your own campaigns.
Synonyms & searches
search term, search keyword report, search term, keyword, keyword, negative keyword.
7 steps to utilize search terms
Set the time frame. 7–30 days of data, filter clicks > 0.
Organize by impact. First consumption, then conversions/CPL.
Mark the intent. Purchase / information / other. Purchase → keep, information → own campaign or negative.
Create exact/phrases. Add the best searches as separate keywords, in the same group as the theme.
Add negatives. Free, wiki, job, guide, wrong locations – also inflections.
Update weekly. Clean up 10–20 least useful searches and add 5–10 new exact ones.
Measure the impact. Track CTR, CVR, CPL/CPA before–after 2–4 weeks.
Small model (B2B service)
Find: “video production helsinki price” → "video production helsinki" (phrase) + [video production helsinki price] (exact)
Unnecessary: “video production training” → negative training, course (broad)
Common Mistakes
The report is not reviewed. A large match remains “wild” → the budget goes astray.
Everything is negative. You also prevent potential buyers (“what is” → could have directed to an info campaign).
No new specific ones added. A wide one never becomes “solid” if good searches are not raised to specific.
Brand mixed up. The brand raises numbers – keep it as a separate campaign so that the quality of the generic is visible.
FAQ
How often do I check search terms?
Weekly. With large data, 2–3 times a week.
Is it worth cleaning up small clicks?
Yes, if the intent is clearly wrong. However, start with large consumers.
Can the same search term be both good and bad?
Yes – it depends on the intent. “Price” can be good in a sales campaign and bad for a brand. Segment it.
What about Performance Max?
It shows limited search data. Use account-level negative lists and direct feed/titles to the right topic.
