Correctly managing search terms in Google Ads is essential to optimizing advertising campaigns and obtaining maximum ROI. Knowing and analyzing search terms allows you to better understand user intentions and refine keyword advertising strategies. In this article, we’ll explore what search terms are in Google Ads, how to see them, and how to manage them effectively.
What are search terms in Google Ads
Search terms in Google Ads are the words or phrases that users type into the Google search bar before clicking on your ADS ad. These are the words they write when looking for information, products or services.
These terms are crucial because they directly reflect users’ search intentions and offer valuable insights into what they are actually looking for.
When a user searches on Google, Google Ads compares the search terms to the keywords defined in the advertising campaigns. Keywords are the terms that advertisers choose to trigger their ads.
It’s important to note that search terms and keywords are not necessarily identical. In fact, the search terms are specific to the user, while the keywords are selected by those who set up Google ADS to activate the ads.
How to see search terms in Google Ads
To see search terms in Google Ads, follow these steps:
- Log in to your Google Ads account : Use your credentials to log in to the Google Ads platform.
- Navigate to your campaigns : In the main menu, select the campaign and ad group of interest.
- Select the “Keywords” tab : Here you will find an option called “Search Terms”. Click this option to see the search terms that triggered your ads.
This section shows a list of keywords – these are the actual search terms used by users, along with
- metrics like clicks,
- impressions,
- click-through rate (CTR),
- cost per click (CPC)
- and conversions.
Analyzing this data is essential to understand which terms are bringing quality traffic and which are not.
How to manage search terms in Google Ads
Search term management is an ongoing process that can significantly influence campaign performance. Here are some tips on how to manage search terms in Google Ads:
Add new keywords : Identify terms that are generating quality traffic and consider adding them as new keywords in your ad groups. This can help improve the relevance of your ads and capture additional search volumes.
Use negative keywords : Terms that are not relevant or do not convert should be added as negative keywords. This prevents your ads from being seen for irrelevant searches, optimizing your advertising budget.
Refine match types : Google Ads offers different types of keyword matches, such as broad, phrase, and exact match. Using these match types correctly can improve the accuracy with which your ads are shown to the right users.
Continuous monitoring : It is essential to monitor your search terms regularly and make necessary changes.
L’analisi continua delle ricerche degli utenti ti permette di adattare le tue strategie di keyword advertising in base ai cambiamenti:
- nel comportamento degli utenti
- e nelle tendenze di ricerca.
Utilizza lo strumento di pianificazione delle parole chiave: Questo strumento di Google Ads può aiutarti:
- a scoprire nuove parole chiave,
- a capire i volumi di ricerca
- e ottenere previsioni sulle performance. È un valido alleato nella gestione dei termini di ricerca.
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Conclusion
Understanding what search terms are in Google Ads and knowing how to see and manage them effectively is crucial to optimizing your advertising campaigns.
Regularly analyzing the terms used by users allows you to:
- improve the relevance of your ads,
- maximize ROI,
- and better understand user intentions.
Fundamental steps for effectively managing your search campaigns in Google ADS are:
- use negative keywords,
- refine match types
- and take advantage of the available tools and settings
Remember, every time you analyze search terms, you have the opportunity to refine your strategy and get better results.
For more information you can consult the official Google ADS support .
FAQ
Search terms in Google Ads are the words or phrases that users type into the Google search bar. These terms trigger the display of ads when they match the keywords set by advertisers in their campaigns.
To view search terms:
Log in to your Google Ads account,
Go to the campaign and ad group of interest,
Select the “Keywords” tab and click on “Search terms.”
Here you’ll find a detailed list of the search queries used by users that triggered your ads.
Search terms are the actual phrases typed by users into Google’s search bar. Keywords, on the other hand, are the terms chosen by advertisers to trigger their ads. Search terms can be more specific and may vary from the selected keywords.
To manage search terms, you can:
Add effective new terms as keywords (using third-party SEO tools can also help identify useful related searches),
Use negative keywords to exclude irrelevant queries,
Refine keyword match types,
Regularly monitor the data to make continuous improvements.
A negative keyword is a term that prevents your ads from being shown for irrelevant searches (excluded keyword). You can add negative keywords to your campaign to avoid showing your ad for terms that don’t generate quality traffic or conversions.
The Keyword Planner tool helps discover new keywords, understand search volumes, and get forecasts on keyword performance. This tool is useful for optimizing your campaigns and identifying opportunities for improvement.
Regularly monitoring search terms allows you to adapt your keyword advertising strategies based on:
Changes in user behavior,
And search trends.
This helps keep your campaigns effective and maximize ROI.
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