Search term: the actual query a person typed that triggered one of your ads. (A keyword is what you bid on; a search termis what really got matched to it.)
Keyword: a word or phrase you're bidding on, in a chosen match type.
Negative keyword: an exclusion that stops your ads showing for matching searches.
Match type: how broadly a keyword or negative matches queries: exact, phrase, or broad. Auto-applied negatives use exact by default.
Relevance: a 0-100% score for how closely a search term fits the keywords in an ad group. The higher the score, the better the fit.
CPA: cost per acquisition (cost per sale). Lower is better.
ROAS: return on ad spend, written as a ratio. 4.0x means $4 back for every $1 spent (also shown as 400%).
Target: your CPA or ROAS goal, used to judge whether spend is efficient.
Cadence: how often the analysis runs for a campaign (5-30 days).
Supervised / Autopilot / Custom: whether recommendations need your approval, apply automatically, or follow a rule set you pick.
Needs Review: the queue for ambiguous terms a person should judge.
Shared negative list: a Google Ads negative-keyword list that can be attached to several campaigns at once.
Word pattern: a recurring word across many search terms that consistently wins or wastes.
RELATED ARTICLES
What is the Search Term Analyzer?
What it does, and the problem it solves.
CPA vs ROAS
How the mode is chosen and how each judges performance.
