"The search query report will give you a list of actual search queries that customers are typing in the search bar to trigger your ad," Benedict says. "It's good to know this information especially if you find some keywords that aren't currently in your account." These rogue queries were most likely triggered by your broad match keywords--and you can rank higher on, and more precisely target, these keywords if you incorporate them directly into a campaign.
The same goes for negative keywords, as the reports help you discover random terms that your ads are showing up for--terms that may not be relevant to your product or service set, and are possibly generating costly, non-converting clicks. For example, "If you don't offer natural or organic dog food, then you should add 'natural' and 'organic' to your negative keyword list. This is a great way to qualify your traffic, decrease spend and increase conversions," Benedict says.