What report can help you identify opportunities to improve your keywords and ads?
Paid & organic report
Auction insights report
Search terms report
Time segmentation report
Explanation:
Use the Search terms report to see how your ads performed when triggered by actual searches within the Search Network. Use the search terms report to identify new search terms with high potential, and add them to your keyword list. The search terms report is a list of search terms that people have used, and that resulted in your ad being shown and clicked. Depending on your keyword matching options, the search terms listed might be different than your keyword list.
Optimizing your campaigns and keywords is an ongoing process. Google has many tools making this process easier.
If you are looking to identify new opportunities and improve your keywords, you can start from Search Reports. Use the search terms report to see how your ads performed when triggered by actual searches within the Search Network. Search Terms report is a list of search terms that people have used, and that resulted in your ad being shown and clicked. Depending on your keyword matching options, the search terms listed might be and most probably will be different than your keyword list.
You can use Search Reports also for identifying irrelevant searches and maintaining your negative keywords.
Read more here: https://support.google.com/adwords/answer/2472708
