The report showing the actual queries that triggered ads, as opposed to the keywords bid on. Google restricted the report in 2020 to queries above a privacy threshold, hiding a meaningful share of spend. The report remains the main source of Negative Keyword candidates and new keyword ideas.
Related terms
Used in The Signal
Cite this entry:
Agency Echelon. "Search Terms Report." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/search-terms-report/