What report can help you identify opportunities to improve your keywords and ads?
Correct Answer
Search terms report
Why is this the correct answer?
The Search Terms report can help you identify opportunities to improve your keywords and ads. This report shows the actual search queries that triggered your ads, revealing what users were really looking for when they clicked. By analysing the Search Terms report, you can identify high-performing search queries to add as new keywords, discover irrelevant queries to add as negative keywords, and spot patterns in search language that can inspire better ad copy. It is the most direct source of keyword expansion and refinement opportunities.
Why are the other options incorrect?
Time segmentation report
The time segmentation report shows performance broken down by hour, day, or month — useful for ad scheduling but not for identifying keyword or ad improvement opportunities.
Auction insights report
The Auction Insights report shows how your ads compete against other advertisers in the same auctions — useful for competitive analysis but not for keyword or ad copy improvement.
Paid & organic report
The Paid and Organic report (available via Search Console integration) shows combined paid and organic performance but is more useful for channel strategy than keyword refinement.
Real-World Example
A solicitor reviews their Search Terms report and finds their ad is being triggered by queries like free legal advice online — bringing irrelevant clicks. They add these as negative keywords, saving £340/month in wasted spend. They also spot the term employment tribunal solicitor and add it as an exact match keyword, generating 12 qualified leads in the first week.