What Is Words in Google Search Term and How to Use It

1. Add as a Keyword or Negative Keyword

From the popup card, you’ll see two buttons:

• Add as Keyword

• Add as Negative Keyword

You can add either option as:

• Broad match

• Phrase match

• Exact match

And you can apply it at:

• Campaign level

• Ad group level

• Keyword list level (Negative Keywords Only)

This makes it easy to fine-tune targeting directly from your report.

Adding as a Keyword

If you choose to add it as a keyword, you can select:

• Match type (broad, phrase, exact)

• Final URL for that keyword

• Ad group to assign it to

This is a great way to expand your campaigns with proven, converting words.

Adding as a Negative Keyword

If a word consistently brings irrelevant traffic or high cost with low conversions, you can add it as a negative keyword.

Doing so prevents your ads from showing for unqualified searches—saving budget and improving ROI.

Click Instead of Hover

Instead of hovering, you can also click on a word.

This will open the Search Terms Report, automatically filtered for that word.

From here, you can:

• Customize the columns

• View additional metrics like cost per conversion, click-through rate (CTR), and average CPC

Download the Data

The best part?

You can download the full report to analyze performance outside Google Ads.

This gives you a deeper understanding of:

• Clicks

• Conversions

• Impressions

• Cost

• Queries containing that word