Google Ads Search Term Performance
Search Terms starts with what people typed, not what you intended to buy. It keeps the matched keyword, campaign and ad group alongside impressions, clicks, cost and conversions so irrelevant traffic and useful discovery are equally visible.
Available Search Term Metrics
The explorer supports search term, keyword, campaign, ad group, impressions, clicks, cost and conversions. It intentionally does not offer filters for fields absent from the search-term mart; sending unsupported conditions would produce a validation error rather than a plausible but wrong result.
- Search names the person’s query; matched keyword names the bid that caught it.
- Campaign and ad-group filters work by the names shown in the rows.
- Numeric filters let an analyst isolate costly or high-volume terms before exporting the loaded page.
Search Terms as Bid Evidence
Clicking the matched keyword opens the keyword report already searched for that term. From there, a PPC user can inspect match type, status, quality score and share; an SEO user can decide whether repeated paid demand deserves a page; a domain owner can identify the campaign responsible without reconciling exports.
- Use the graph to see high-spend keyword-to-query relationships.
- Use Keywords for fields a search-term row cannot represent.
- Keep campaign and ad-group context when comparing similar wording.
Graph and Table Metric Coverage
The graph is built from search-term data and capped by spend, rather than paged. That makes it useful for prioritizing, not for proving completeness. Google Ads must be connected for the chosen workspace and domain; the suite is read-only after data arrives.
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