Search Terms Report
01 Definition
Search Terms Report meaning: A report listing the actual searches that triggered your ads.
The Search Terms Report in Google Ads and Microsoft Advertising shows the real queries people typed that caused your ads to show and get clicks. You use it to find new keywords, spot irrelevant matches, and add negatives. Privacy filters hide some low-volume terms, so the list is not complete.
Also called
Why it matters
How Search Terms Report fits the work
It reveals how people actually search, helping you refine keywords and cut wasted spend based on real query data rather than guesses.
In context
Reviewing the search terms report, you find your ad showed for free tax software and add that as a negative keyword.
Practical note
For privacy, platforms withhold terms with very low volume, so reported queries do not account for all spend. Review it regularly, not just once.