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All lessons in Google Ads for Beginners Lesson 4.4 of 24

Module 0: Introduction to PPC

  1. 0.1What is PPC?
  2. 0.2PPC vs SEO vs SEM
  3. 0.3How the Google Ads auction works
  4. 0.4PPC platforms compared

Module 1: Planning Your First Campaign

  1. 1.1Setting PPC goals
  2. 1.2Setting a Google Ads budget
  3. 1.3PPC keyword research
  4. 1.4Google Ads keyword match types
  5. 1.5Negative keywords

Module 2: Building the Campaign

  1. 2.1How to create a Google Ads account
  2. 2.2Campaign and ad group structure
  3. 2.3Location, language, and schedule
  4. 2.4Google Ads bidding strategies

Module 3: Writing Ads That Get Clicks

  1. 3.1How to write responsive search ads
  2. 3.2PPC ad copy formulas
  3. 3.3Google Ads assets
  4. 3.4PPC landing page best practices

Module 4: Tracking Results

  1. 4.1Google Ads conversion tracking
  2. 4.2What is Quality Score?
  3. 4.3PPC metrics that matter
  4. 4.4Google Ads search terms report

Module 5: Optimizing and Scaling

  1. 5.1Your first 30 days
  2. 5.2Common Google Ads mistakes
  3. 5.3Your PPC action plan

Google Ads search terms report

Inside this lesson

  • How a search term differs from a keyword
  • Where to find the search terms report
  • How to act on it: block, add, or watch

Short answer

A keyword is what you bid on. A search term is what a person actually typed. The search terms report lists those searches with their clicks, cost, and conversions. Review it weekly. Add irrelevant searches as negative keywords, and add good converting searches as new keywords.

Keyword vs search term

You bid on the phrase match keyword “cake delivery.” People might type “cake delivery Bacolod today” (good), “cake delivery job” (bad), or “how to start cake delivery business” (bad).

One keyword triggers many search terms; block, add, or watch each oneKeyword"catering"catering services ManilaAddcatering job hiringBlockdebut catering budgetWatchhow to start cateringBlock
The search terms report shows what people really typed. Sort by cost and act weekly.

All three can trigger your ad. Only the search terms report shows you which ones did.

Where to find it

  1. Open your campaign.
  2. Go to Insights and reports, then Search terms. In some layouts it sits under Keywords.
  3. Set the date range to the last 7 or 30 days.
  4. Sort by Cost, highest first.

Google hides some low-volume searches for privacy, so you will not see every term.

What to do with each term

What you seeAction
Irrelevant search with cost, no conversionsAdd as a negative keyword
Relevant search that convertsAdd as a keyword, often exact match
Relevant search, few clicks so farLeave it and watch
Search for a service you do not offerAdd as a negative keyword

To act, tick the checkbox next to a search term and choose Add as keyword or Add as negative keyword.

A 15-minute weekly routine

  1. Sort by cost.
  2. Scan the top 30 terms.
  3. Block the bad ones and add them to your negative keyword list from Lesson 1.5.
  4. Add one or two strong converters as keywords.
  5. Note any new service ideas customers are searching for.

Try it: spot the bad searches

A Manila catering business sees these search terms. Decide what to do with each.

Sort each item into the right group.

  • catering services Manila · ₱1,200 cost · 3 conversions

  • catering job hiring · ₱450 cost · 0 conversions

  • party tray delivery Makati · ₱80 cost · 0 conversions

  • how to start a catering business · ₱300 cost · 0 conversions

  • wedding catering package Quezon City · ₱900 cost · 2 conversions

  • catering equipment for sale · ₱250 cost · 0 conversions

  • debut catering budget · ₱60 cost · 0 conversions

Quick quiz

1. What is a search term?
2. A relevant search converts well. What do you do?
3. How often should beginners check the report?

Common mistakes

  • Never opening the report. Wasted spend grows quietly.
  • Blocking too broadly. A negative like “catering” would stop all your ads.
  • Only blocking, never adding. Good search terms are free keyword research.
  • Judging on one click. Wait for enough data before adding new keywords.

Your action

Set a weekly 15-minute calendar reminder labeled “Search terms check.”

Key terms

Search term
The exact words someone typed that triggered your ad.
Search terms report
The list of search terms with their results.
Wasted spend
Money spent on clicks that cannot convert.
Add as negative
Blocking a bad search straight from the report.

Questions beginners ask

How often should I check it?

Weekly for the first three months, then every two weeks.

Why can't I see all searches?

Google hides some low-volume terms for privacy.

Related lessons

Want someone to run your Google Ads while you learn? The team at Remar Digital can help.