Two rules of thumb:

1. A search term report is a list of the search terms that triggered your ad
2. Keyword expansion is a vital part of managing your PPC account
   

By using the search terms report, you can identify new search terms with high potential, and add them to your keyword list to increase visibility, click through and overall campaign performance.

You can also look for search terms that aren’t as relevant to your business, and add them as negative keywords.

1. You can view your search terms report within Google Ads
2. The aim is to expand the keywords that will perform well for you
3. Look for the search terms that already have conversions or get a lot of clicks
4. Think to yourself: “if someone were to type this into Google would they be interested in buying my product?”
5. If so then add them as keywords and tailor your ads to them.