Search Terms
What This Page Answers
Search terms are the actual queries users typed before your Search ad appeared. They are different from keywords, which are advertiser inputs. Search term analysis is how you learn whether Keyword Match Types, Smart Bidding, and AI Max for Search are finding useful intent or wasting spend.
Why Search Terms Matter
Search terms reveal:
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Real user language
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High-intent query themes
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Irrelevant expansion
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Competitor or brand overlap
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Landing page mismatch
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Negative keyword needs
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New content or product opportunities
They are one of the strongest bridges between paid media, landing page strategy, and creative planning.
How To Review
Group queries into classes:
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Brand
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Non-brand high intent
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Competitor
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Informational
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Local
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Low intent
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Irrelevant
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Existing customer support
Then evaluate each class by spend, conversions, CPA, revenue, and downstream quality.
What To Do With Findings
Search term analysis can drive:
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Negative keywords
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New ad groups or campaigns
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Landing page changes
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New content pages
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Offer changes
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Budget reallocation
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AI Max guardrails
Use Landing Page Message Match when good queries fail to convert.
Practical Rule
Do not optimize Search from keyword lists alone. Query reality beats account theory.