Google Ads Keyword Performance Analysis
Keywords is the paid-search working table: the terms you bid on, their campaign and ad group, match type, status, quality score, and the delivery metrics that show whether a bid is earning its place.
Keywords and Matched Search Terms
Every keyword row carries both raw and normalized text, campaign and ad-group identity, match type and status. Its search-term count is the distinct search terms matched in the selected window: broad match can have a very different footprint from a tightly controlled brand term.
- Sort server-side by spend, clicks, impressions, CPC, conversions or impression share.
- Filter by keyword, campaign, ad group, status, country, device or numeric measures.
- Open the exact matched-search list from a keyword instead of guessing what the match type caught.
Keyword Performance Chart and Table
The optional graph joins paid keywords to the search terms they matched and sizes nodes and links by spend. It uses the same conditions where the search-term warehouse supports them. Status, country, device, average CPC and impression-share conditions do not exist on search-term rows, so the graph openly stays broader than a keyword table filtered by those fields.
- Click a keyword node to narrow the relevant explorer.
- Use the table for quality score, status and match type—the graph does not replace them.
- Treat a truncated graph as a spend-prioritized view, not evidence that smaller relationships do not exist.
Keyword Performance Investigation
A PPC manager can isolate expensive matching; an SEO lead can identify paid demand worth earning organically; a domain owner can follow the campaign and ad-group context before asking for a budget change. This page is read-only: it reports Google Ads data and does not pause, bid on, or rewrite a keyword.
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