Search Ads 360 provides a few reports that show the search terms entered by users. Here's a comparison of the search terms and natural search reports:
| Search terms report | Natural search report | |
| Supported client accounts | All | All |
| Available metrics | Paid keyword search and paid product group search |
Paid keyword search Organic search Display ads managed by Campaign Manager 360 |
| Conversion reporting |
In Google Ads accounts: Conversions reported by Google Ads conversion tracking (no Floodlight data) along with advertising platform metrics In other types of accounts: |
The report shows Floodlight conversion data attributed to each natural search. |
| Shows search terms for encrypted searches |
Yes for Google Ads. In other types of advertising platforms that encrypt searches, 'Other queries' appears instead of the search terms |
No |
| Special set up |
Available by default. Doesn't require tags on your site. |
Requires a natural search tag on your landing pages in addition to Floodlight tags. The Search Ads 360 support team generates this tag for you based on information you give them. |
| Viewing the report | Available in the Search Ads 360 UI at the client account scope or lower |
Use Campaign Manager 360 Report Builder to pull reports instead of viewing them in Search Ads 360. Reports can be scoped to an entire advertiser. |
| Can be used for keyword harvesting | Yes | No |