When you run search ads, you select keywords based on assumptions.
But the Search Terms Report shows you something far more powerful — what people in your city actually typed before clicking your ad.
This difference matters a lot.
For advertisers promoting a digital marketing course in Surat or an SEO course in Surat, local search behavior decides whether your ads bring real enquiries or waste budget.
This guide explains how to read the Search Terms Report in simple language and use it to improve results for location-based campaigns.
What Is the Search Terms Report?
The Search Terms Report shows the exact phrases users searched before your ad appeared.
For example, you may target:
“digital marketing course”
But real searches might be:
- “digital marketing course in Surat with placement”
- “digital marketing institute in Surat fees”
- “digital marketing course near me”
- “digital marketing free course pdf”
Some of these searches are valuable.
Some are not.
The report helps you:
- Find high-quality local searches
- Block irrelevant traffic
- Discover new keyword ideas
- Reduce unnecessary spend
Why the Search Terms Report Is Crucial for Local Campaigns
You don’t actually pay for the keyword you choose.
You pay for the real search term typed by the user.
That means:
- Relevant local searches = quality enquiries
- Irrelevant searches = wasted money
For campaigns targeting best digital marketing institute in Surat, this report directly improves:
- Lead quality
- Local relevance
- Cost per enquiry
- Overall campaign efficiency
How to Read the Search Terms Report (Simple Method)
Focus on four things only.
1. The Search Term Itself
Ask:
- Is this related to my course?
- Does it show learning intent?
- Is it location-focused (Surat / near me)?
2. Clicks
High clicks but no enquiries usually mean the search intent is wrong.
3. Conversions
These are the search terms that actually bring enquiries.
4. Cost
If a term is spending money without results, it needs action.
Real Example 1: Digital Marketing Course in Surat
Targeted keyword:
“digital marketing course”
Actual search terms:
- “digital marketing course in Surat”
- “digital marketing course near me”
- “digital marketing free course pdf”
Result:
- Local intent searches converted well
- “Free pdf” searches wasted money
They added negative keywords:
free
pdf
notes
Outcome:
- Cost reduced
- Lead quality improved
- Local enquiries increased
Step-by-Step: How to Improve Campaigns Using Search Terms
Step 1: Add Negative Keywords (Stop Waste)
Block searches like:
- free
- pdf
- syllabus
- salary
- job vacancy
These users are not looking to enroll.
This step alone can save 25–40% of your budget.
Step 2: Add High-Intent Local Searches as Keywords
From the report, you may find:
- “digital marketing course in Surat”
- “SEO course in Surat”
- “digital marketing course near me”
Add these as:
- Exact match keywords
- New ad groups
- Location-specific ads
This improves relevance and lowers cost.
Step 3: Identify Local Search Patterns
Patterns reveal what people actually want.
Example searches:
- “SEO course in Surat for beginners”
- “SEO course in Surat with certificate”
- “SEO course in Surat offline”
Pattern:
People want beginner-friendly, certified, local training.
Your ads and landing page should reflect this clearly.
Real Example 2: SEO Course Campaign
Search terms showed:
- “SEO course in Surat”
- “SEO course in Surat with placement”
- “SEO training Surat fees”
Based on this:
- Headlines were updated to include “Surat”
- Course page highlighted certification & outcomes
Result:
Enquiries increased by over 45% in three weeks.
Step 4: Create New Ad Groups from Real Searches
Search terms like:
- “digital marketing institute in Surat”
- “best digital marketing institute in Surat”
- “digital marketing course near me Surat”
These should not be mixed with generic keywords.
Create separate ad groups:
- “Surat – Digital Marketing Course”
- “Surat – SEO Course”
Better structure = better Quality Score = lower CPC.
Step 5: Control Match Types Using Search Terms
If your report shows too many irrelevant searches:
- Reduce broad match usage
- Shift to phrase match and exact match
This gives you control and keeps ads focused on Surat-based intent.
Real Example 3: Local Campaign Cleanup
Search terms revealed:
- “digital marketing teacher job”
- “SEO books pdf free”
- “online marketing degree”
These were blocked using negative keywords.
Result:
- Cost per enquiry dropped by 30%
- CPC improved
- Local enquiries became more relevant
How Often Should You Check the Search Terms Report?
- Daily during the first week
- Weekly for ongoing campaigns
- Before increasing budget
- After adding new keywords
- After changing match types
Local search behavior changes frequently — especially for “near me” searches.
Common Mistakes to Avoid
- Ignoring irrelevant search terms
- Assuming keywords = real searches
- Not using negative keywords
- Mixing local and non-local searches
- Reacting too late to wasted spend
Avoiding these improves performance fast.
Conclusion
The Search Terms Report is one of the most powerful tools for improving local search ads.
For campaigns targeting:
- digital marketing course in Surat
- SEO course in Surat
- digital marketing institute in Surat
- best digital marketing institute in Surat
- digital marketing course near me
…it helps you understand:
- What people in Surat actually search
- Which terms bring real enquiries
- Which searches waste money
- How to refine keywords for better results
Advertisers who regularly analyze search terms run:
- Cheaper campaigns
- More relevant ads
- Higher-quality enquiries
Understanding real search behavior is the key to consistent success in search advertising.
Disclaimer: The images and videos used in this blog are for educational and illustrative purposes only. Some visuals may be generated using AI tools, while others are sourced from publicly available platforms. We do not claim ownership of any third-party images or videos. All rights and credits belong to their respective owners.
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