To improve your keywords and help you to identify opportunities for your ads you should focus on the Time segmentation report Auction insights report Search terms report Paid & organic report. Because every user needs a client to increase their business. What reports are needed to rank your site?
Use the Search term Reports to triggered out your ads searches
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.
Optimization to your keywords with relevant one
Another important thing is that you need to optimization of your keywords with correct time segments. And find relevant keywords for your business and make sure it triggered within the ads in google or any other network.
You can use Search Reports also for identifying irrelevant searches and maintaining your negative keywords.
Are you 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.
Depending on your keyword matching options, the search terms listed might be and most probably will be different than your keyword list.
Paid and Organic traffic to your keywords
Its is also most important to your look paid organic traffic to increase your search term in the search result. Moreover organic traffic is depends on the relevant keywords and there optimization also.