Understanding the Search Terms Report in Paid Search Advertising
· 27h ago · Originally reported by PPC Land
The search terms report provides advertisers with data on the actual queries that triggered their ads, including match type, clicks, costs, and conversions. However, not all search queries are shown, and the level of detail has been a point of debate among advertisers.
Why it matters
Knowing which search queries trigger ads helps advertisers optimize their campaigns and budgets, but limited transparency can make it harder to identify wasted spend or new opportunities.
Explain it like I’m new here
It's like getting a list of questions people asked before you gave them candy, but sometimes the list leaves out some questions.
Terms in this story
Conversion
A conversion is a valuable action that an advertiser wants people to take after seeing or clicking an ad, such as a purchase, sign-up, app install, call or form submission.
Search advertising
Search advertising is placing paid ads alongside search engine results, triggered by the words people search for and usually charged per click.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
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