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 wrong?
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.
Official documentation: https://support.google.com/google-ads/answer/2472708
Topics in this question
About the Google AdWords Fundamentals Exam (Retired)
The AdWords Fundamentals exam was retired when AdWords became Google Ads.
Exam guide and all 140 AdWords Fundamentals (Legacy) questions →Related AdWords Fundamentals (Legacy) questions
- 1When reviewing the Search terms report for one of your client’s campaigns, you notice several terms that aren’t relevant to what they’re advertising. How can you use this information when refining the campaign’s keywords?Explained
- 2What is the recommended next step if you noticed from the Search terms report that certain terms are leading to a high number of clicks on your ads?Explained
- 3Your client noticed last month that his ad often showed up beside another advertiser’s ad for the same search terms. How can you help your client understand how he is performing compared to other advertisers?Explained
- 4Maria noticed last month that her ad often showed up beside a competitor’s ad for the same search terms. How can Maria understand how her performance compares to that of other advertisers?Explained
- 5Negative keywords can help advertisers better target their ads by:Explained
- 6Your new client’s Google Ads account has one campaign with one ad group that contains a list of hundreds of keywords. Which best practice should you follow when re-organizing this client’s keywords?Explained