How to use Search Terms Report to optimise your Google Ads keywords

Running Google Ads can be frustrating when your ad spend doesn’t yield much. Some throw hundreds to thousands of dollars at it each month, only to see low-intent traffic or pitiful conversions. 

There are many reasons this can happen. However, from our experience, the problem often comes from poorly selected Google Ads search terms.

Many SMEs in Singapore seem to select keywords that don’t match the search queries typed by users. Fortunately, there’s a way to fix this by using the Google Ads Search Terms Report.

This report reveals the exact phrases that triggered your ads. That gives you a clear path to Google Ads optimisation, better ad budgeting and targeting, and new keyword opportunities. 

If you want to learn more about this aspect of search engine marketing, read on. We’ll walk you through how to mine the report step-by-step for your marketing needs.

Why the Search Terms Report matters

The Google Search Terms Report shows the actual search phrases users typed before clicking on your ads. 

Compare that to your keyword list, which only shows what keywords you bid on.

That makes the report more accurate for your purposes. Take note that Google reduced the visibility of low-volume queries after its 2020 update, but the report still offers vital data.

In particular, you can use this report to stop wasting your spend on irrelevant clicks and align your ads better with user intent. 

For example, you might start off by bidding on a keyword like “acne scar treatment”. But if the report shows higher search volume for “affordable acne scar laser Singapore”, you now know what really drives more clicks.

Without the report, this profitable keyword variation might otherwise go undiscovered.

Step 1 - Identify negative keywords to cut waste

Start off by trimming the fat. For Google ads, that means blocking irrelevant traffic that is either:

• Very low-intent (has no intention to convert yet)

• Made up of people outside of your audience

You can get one of the quickest wins here by opening the Search Report and looking for patterns like this: 

• Low-intent words like “free”, “cheap”, “DIY”, “jobs”, or “reviews”

• Unqualified terms that don’t match your target audience

Add the keywords you identify as negative keywords at either the campaign or ad group level. This will prevent your ads from showing for unqualified clicks.

Over time, you’ll see your quality score going up, and your cost per click (CPC) going down. 

Here’s a pro tip: use phrase match negatives to block variations too. For example, a phrase match negative for “free acne treatment” would be “best free acne treatment kit”.

Step 2 - Discover new keyword opportunities

The Search Report is also a goldmine for high-performing search terms. Find ones not yet on your keyword list, then sort the data by clickthrough rate (CTR) or conversions. 

After that, you can select the ones with the strongest results. Promote them into exact or phrase match keywords to take advantage of them.

You may even want to build ad copy and landing pages around them to tune your Quality Score and conversion rates. It can help you get more qualified leads while standing out from competitors. 

Let’s take an example:

1. You own a Singaporean gym and start by bidding on “fitness classes”.

2. The Search Report reveals “HIIT bootcamp Singapore” as a keyword that drives conversions.

3. You add it as a keyword and craft ad copy for it, e.g. “Join our HIIT Bootcamp in Singapore”. 

4. You boost both relevance and clicks.

Long-tail keywords like this can be especially valuable for SMEs. That’s because they capture more specific intent at lower competition. 

The result? You can stretch a small ad budget further.

Step 3 - Group search terms by intent for better targeting

Not all queries are equal. Some have higher intent and are thus worth more.

That’s why you should group queries by user intent. It can help you target more precisely and allocate your budget more effectively.

Here are examples of search terms by intent for something like braces:

Intent	Example search term	Ideal strategy
Transactional	“Get braces Singapore”	Conversion-focused campaigns
Informational	“What are dental braces”	Content or remarketing campaigns
Navigational	“ABC Dental Clinic braces”	Brand campaigns with strong CTAs (calls to action)

Transactional terms should get higher budgets and more direct CTAs. Informational ones can be used to nurture future leads. Navigational ones can be used to shore up your visibility.

As an example, a dental clinic offering braces could split campaigns like this:

• “Braces price Singapore” could lead to the consultation booking page.

• “How long do braces take” could lead to a blog post with remarketing tags.

The right leads, the right places, at the right time.

Optimising ads and landing pages based on search terms

Search terms also offer free audience research data. If some phrases appear persistently, this tells you something: that your ads and landing pages should mirror that language.

For example, let’s say you find the term “affordable braces Singapore” showing up repeatedly. Consider updating your ad headline to include it, then.

When you reflect user language, you can enhance relevance. Again, that ties into the Quality Score and CPC reduction for your ads.

Continuous testing and monitoring

As always, remember that this is not a set-and-forget endeavour. 

Search behaviours changes, so review the Search Terms Report at least monthly. Every fortnight might be better if you’re spending more.

Seasonality may also be a concern for your business. If you sell gift hampers, for instance, you can justifiably expect an increase in terms like “Christmas hampers Singapore” during November and December. 

Adapt quickly by adjusting your keywords and negative keywords in real time. Remember that larger competitors may actually take longer to react here. Use this advantage!

Benefits of Mining the Search Terms Report

In sum, regularly using the Search Terms Report can benefit you in several ways:

• Increased ROI through lower spend on irrelevant clicks

• More conversions through higher-intent users

• Better targeting with campaigns structured around intent

• Smarter strategy with insights that can extend to SEO, content, landing pages, and more

Outsmart the big brands in Google Ads today

As an SME, you have many levers to pull to try and compete against the big brands. It’s not about outspending them: it’s about outsmarting them.

Use our tips here to get started with the Search Terms Report. And if you need more help or want to get even more ROI out of your ads, talk to us.

We’ve handled Google Ad campaigns for many other Singaporean brands like yours, and can help optimise the budget and effort you put into them.

Contact us at ROMI for expert search engine marketing strategies and let us improve your campaigns the smarter way. Reach out now!