How can the Search Terms report drive optimization?

• A. Reveals actual queries triggering ads; helps identify new keyword opportunities, negative keyword additions, and performance patterns.
• B. Shows only planned keywords from the planner.
• C. Replaces the need for keyword matching options.
• D. Only displays click data.

Answer: (A)

The main idea is that the Search Terms report shows the exact queries people typed that triggered your ads, giving you direct insight into what users actually want and how they search. This visibility lets you optimize by discovering new keyword opportunities you hadn’t added yet, and by spotting terms that should be added as negatives to stop wasting spend. You can also identify performance patterns across individual queries—some terms may convert well or have a better return on ad spend, while others may drive clicks but little value, guiding bid adjustments and budget allocation. When you see relevant terms that aren’t in your keyword list, you can add them with appropriate match types to expand coverage; when terms are irrelevant, you can suppress them with negative keywords to improve overall efficiency. This report provides more than click data—it helps you refine targeting and messaging to better match user intent.