Google Account Strategist Interview Practice Test 2026 - Free Practice Questions and Study Guide

The important idea here is that the Search Terms Report shows the exact queries people typed that triggered your ads. By seeing the precise search terms, you can tell which terms are driving valuable traffic and which ones are wasting spend. This lets you refine your keyword strategy: add high-performing terms as keywords, tweak match types to better control when ads show, and add negative keywords to stop irrelevant searches. All of this directly supports improving conversions because you’re aligning your ads with real user intent and trimming away terms that don’t convert. It’s not about demographics, it doesn’t predict future terms, and it doesn’t auto-create ad copy.