The selected keyword and the user’s search are different fields
Review the actual searches that triggered ads as well as the keywords selected in the campaign. A relevant target can still produce traffic from queries that do not fit the offer.
A target keyword expresses the advertiser’s intended matching input. A search term is an observed query that triggered an ad within the report’s available coverage. Reviewing only the purchased keywords can miss irrelevant or unexpected demand.
A worked example
A hypothetical IT campaign targets business support but receives searches from consumers seeking free troubleshooting. The keyword label still looks relevant; the observed terms reveal the mismatch. The report is not necessarily an exhaustive list of every triggering search.
How to apply it
- Review available terms with their campaign, keyword and landing-page context.
- Group intent mismatches before deciding whether a negative is appropriate.
- Check the scope and match behavior of changes so relevant demand is not blocked.
What the result can establish
Use actual inquiry suitability alongside conversion counts. Do not assume every broad or unusual query is waste, or that every exact-looking query is valuable. Preserve reporting limitations when summarizing what buyers searched.
Reference: Google Ads: search terms and negative keywords.
Supporting documentation
Google Ads: search terms and negative keywordsGoogle Ads: conversion measurementGoogle Ads: conversion tracking