How it works
Compare reported queries with keywords and goals to find relevant and irrelevant intent.
Example
Example: The keyword is “accounting”, while the reported query is “accounting for an online store”.
Common mistakes
The report may not show every query because of privacy limits.
How can you check this in practice?
Connect a reported query with its keyword, cost and conversions. Look for irrelevant intent and useful new groups rather than just spelling differences. Privacy and reporting limitations mean the report does not necessarily show every query.
Distinctions and limitations
The keyword is the advertiser's setting; the search term is the actual query. They can differ under every positive match type. An absent row does not establish an absence of searches.
Official sources
Editorial responsibility: Biser Bozhinov · PPC Specialist
Updated: 05/11/2026
For a correction or question: office@z-consult.bg