Cluster 07: Google Ads And PPC
What Are Search Terms?
A search term (also called a search query) is the exact word, phrase, or set of characters a user types into a search engine like Google when looking for information, products, or services.
What We’ll Cover
We’ll discuss important aspects of Search Terms including:
- Why A Search Terms Matters
- How A Search Terms Works
- Example Of A Search Terms
- Benefits Of A Search Terms
- Search Terms Mistakes
- Search Terms Related Terms
- Search Terms FAQ
Search Intent
Funnel Stage
Significance
Why Search Terms Matters
- Eliminate wasted ad spend: Identify irrelevant queries eating up budget and add them as negative keywords.
- Discover high-intent keyword opportunities: Find converting phrases you are not actively bidding on and add them directly to your campaigns.
- Improve Quality Score: Align your ad copy and landing pages with the exact phrasing your customers use.
Mechanics
How Search Terms Works
When someone searches on Google, the platform runs an auction based on the keywords advertisers have bid on. Depending on your match type settings (broad match, phrase match, or exact match), Google pairs the user’s search term with your selected keyword.
Advertisers can view these interactions in the Search Terms Report in Google Ads. This report reveals the exact queries that generated impressions and clicks, alongside metrics like click-through rate, cost, and conversions.
Application
Search Terms Example
Imagine you run a local roofing company bidding on the phrase match keyword “roof repair contractor”.
In your search terms report, you might see:
- “Emergency residential roof repair contractor near me” (High intent: You keep this and consider adding it as an exact match keyword).
- “How to become a licensed roof repair contractor” (Informational/job seeker: You add “how to become” and “jobs” as negative keywords to stop paying for those clicks).
Advantages
Benefits Of A Search Terms
- Precise budget control: Cut out irrelevant clicks before they drain your advertising budget.
- Improved conversion rates: Direct high-intent searchers to highly relevant landing pages tailored to their specific queries.
- Better campaign expansion: Uncover actual phrasing trends and long-tail opportunities directly from user data.
- Higher ad relevance: Write ad copy that mirrors the exact language your target audience uses.
Pitfalls
Search Terms Mistakes
- Confusing keywords with search terms: Assuming that bidding on a keyword means your ad only shows for that exact phrase.
- Ignoring the search terms report: Failing to audit queries regularly, leading to hundreds or thousands of dollars wasted on unqualified traffic.
- Overusing broad match without negatives: Letting Google display ads for vaguely related, non-commercial searches without adding negative keywords.
- Not checking search terms for organic search: Overlooking Google Search Console query data when planning SEO content.
Vocabulary
Search Terms Related Terms
Questions
Search Terms FAQ
What is the difference between a search term and a keyword?
A keyword is the target term you select and bid on in your ad campaign. A search term is the actual phrase a user types into the search engine that triggers your ad.
Where do I find my search terms in Google Ads?
In your Google Ads account, select your campaign or ad group, then go to Insights and reports > Search terms to view the full query report.
How often should I review my search terms report?
For active campaigns with regular ad spend, review search terms weekly. For smaller budgets or mature, highly-optimized accounts, a bi-weekly or monthly audit is usually sufficient.
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