Search terms report

What it is

A keyword is the phrase you bid on; a search term is what the user actually typed. With broad and phrase match plus close-variant matching, one keyword can match hundreds of different queries. The report shows which queries your money bought and which keyword and ad group served them.

The report does not show every query. Google hides terms that too few people searched, citing privacy, so part of your spend only appears in campaign totals. Performance Max gives search-theme insights instead of a query list.

Why it matters

Three routine jobs feed on this report: excluding queries that spend without converting, promoting strong terms to their own keyword, and learning how the market describes your product so ad copy and landing pages can follow.

Review frequency depends on account size: weekly for high-spend accounts, monthly for small ones. If the date range does not hold meaningful conversion data, you end up blocking terms that were merely unlucky.

How Tecrube uses it

You pull the report from the chat, ask for queries above your spend threshold with zero conversions, and have the negatives added at the level you choose in the same conversation. The read side runs instantly and costs nothing beyond credits.

Adding negatives is a write action. Tecrube first previews which terms, with which match type, go to which campaign or list; nothing changes in the account until you approve, and every applied addition is written to the audit log.

Example

“Pull the last 30 days of search terms; propose phrase-match negatives for queries that spent over $40 with no conversions, and show me the list before applying.” The assistant returns the list and the preview, then waits for your approval.