AdWords Search Terms Reports
Search terms report are useful for letting you know what keywords searchers used to trigger your advert but it does not tell you which bidding keyword was used. Google’s new report has added a “Keyword” column that allows you to see the exact bid keyword that matched the searchers query in order to trigger your advert. It is part of a customisation you can make in adding new columns under the search terms report.
Seeing the matched keyword is useful in giving you information to make certain decisions like adjust the keyword, add negative keywords to the campaign/adroup, adjust ads/bids or even relevant landing pages.
Further reading:
