Keyword harvesting
Also known as: Search term harvesting
In short
The practice of finding useful search queries in campaign results and evaluating them for explicit keyword targeting.
Keyword harvesting uses observed search behavior to improve a campaign’s keyword list. Instead of relying only on a brainstorm, the advertiser examines queries that already triggered ads and decides whether they merit explicit targeting.
From search terms to keywords
A search term is the query a person entered. A keyword is an advertiser’s targeting input. They can differ because matching rules allow related meanings and variations.
The search terms report connects queries with performance information. Review relevance, cost, conversions, and the available evidence before adding a term. Google Ads Editor supports adding selected report entries as keywords or negative keywords.
A promising query is a candidate, not an automatic instruction to create another keyword. Check existing coverage and choose the destination and match type intentionally. An irrelevant query may instead indicate a need for exclusion.
Illustrative example
A cookware retailer notices searches for induction-compatible pans within a broader campaign. It confirms that the relevant products and landing page support that need, then evaluates a dedicated keyword and message.
One order is not enough to establish a reliable winner. Sparse data, delayed conversions, and changing demand can distort an apparent opportunity. Also remember that a search terms report is not a complete record of every search, so absence from the report does not prove absence of demand.