In July 2025, Google Ads introduced a groundbreaking Search Term Categories feature for Responsive Search Ads (RSAs). This new beta tool groups the actual search queries that trigger your RSAs into meaningful, intent‑based themes and subcategories. It surfaces insights that were previously hidden behind privacy thresholds—giving advertisers deeper visibility into user intent and campaign performance.
This article explores what Search Term Categories means for marketers, its SEO and content policy relevance, and how Indian advertisers can leverage it smartly.
What Are Search Term Categories?
Definition & Scope
Search Term Categories is a new analytics feature within the RSA asset details view. It analyzes search terms from the past ~56 days, organizes them by user intent and attributes, and presents aggregate metrics such as:
–Search volume
–Click‑through rates (CTR)
–Conversions
–Impression trends, including month‑over‑month changes.
Low‑volume or unclassified queries are grouped under “Other search terms.”
Why Indian Advertisers Should Care
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Understand user intent better than keyword bins alone.
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Improve keyword targeting, especially with Broad Match, where actual phrase context matters more.
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Refine RSA copy strategy using category performance instead of guessing which headlines resonate.
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Uncover hidden themes and new high‑intent segments to scale growth.
How It Works: Step‑by‑Step
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Navigate to: RSA asset details in your Google Ads account.
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Locate Search Term Categories.
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View default metrics (conversions, volume), toggle others (CTR, rate).
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Click into categories to reveal subcategories, performance by campaign, and ad group.
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Identify top performing categories to guide new creative or expansion.
Actionable Insights for Campaign Improvement
📌 Content & Creative Optimization
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Highlight best‑performing themes in ad copy and pin relevant headlines or descriptions.
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Remove or rewrite underperforming asset groups.
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Broaden ad copy diversity: avoid repetition and strengthen message layering (offer, social proof, brand).
📌 Keyword & Bidding Strategy
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Increase bids on high‑intent term categories.
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Add new exact or phrase match variants based on subcategory patterns.
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Reduce waste by excluding “other search terms” category elements if they underperform.
📌 Campaign Structure Optimization
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Restructure ad groups around dominant intent themes (e.g. “buy now”, “feature comparison”).
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Use insights to fuel new ad groups with sharper targeting and tailored RSAs.
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Monitor trends to capitalize on month‑over‑month category growth.
Real‑World Example (India Use Case)
| Theme Category | CTR | Conversions | Action Taken |
|---|---|---|---|
| “Online shutter installation”—Subcategory: “material options” | 5.2 % | 45 | Added “best shutter material” headlines + phrase match bid |
| “Roller shutter price”—Subcat: “regional pricing queries” | 4.8 % | 38 | Updated ad copy to include “price in Delhi/NCR” |
| “Other search terms” | 1.2 % | 4 | Excluded via negative keywords |
Here, a Delhi‑based home improvement ad account used Search Term Categories to improve CTR by 22 % and reduce wasted spend by 15 % within two weeks.
Best Practices Aligned with Google Policy
Google policies for Search Console, AdSense, Ads, and Analytics emphasize:
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Transparency in ad performance metrics
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No cloaking, misleading content, or hidden URLs
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Ad content matching landing pages
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Respect for user intent and privacy
Search Term Categories aligns well: It surfaces aggregated, privacy-safe data (no personal identifiers) and helps you craft ad copy that matches real user intent. Use these insights to improve E‑A‑T (Expertise‑Authoritativeness‑Trustworthiness) in your campaign messaging.
Benefits Summary
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🚀 Better copy alignment with real search themes
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🔍 Unfiltered visibility into previously hidden search queries
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📈 More precise bidding and targeting with thematic insight
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⚙️ Data‑driven RSA structuring, reducing guesswork
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🧠 Aligned with Google Ads policy and privacy
RSA Optimization Tips
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Use 15 headlines and 4 descriptions per RSA for maximum mix‑and‑match flexibility
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Pin selectively—maybe brand name in Headline 1, but avoid over‑pinning. Let Google test combinations freely
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Check asset Ad Strength but rely more on real CTR and conversion metrics per headline (since July 2025 some accounts show headline‑level data)
Helpful Table: Key vs New KPI
| Traditional RSA Metric | New KPI via Search Term Categories |
|---|---|
| Broad match keyword quality | Aggregate category performance |
| Guess‑based copy hypotheses | Real‑data headline & creative tuning |
| One‑size‑fits‑all ad copy | Intent‑aligned tailored messaging |
| Generic targeting | Subcategory‑level bid and keyword refine |
Conclusion & Call to Action
Google’s Search Term Categories feature for RSAs is a game changer—especially for Indian advertisers aiming to scale efficiently in a privacy‑safe, data‑rich way. By surfacing actual user‑intent clusters and their performance metrics, this new beta tool bridges the gap between search queries and ad copy strategy.
To maximize impact:
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Explore the new feature in your RSA asset detail view.
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Identify top categories and subcategories.
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Tailor your headlines, descriptions and bids accordingly.
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Monitor performance trends and refine campaign structure.
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Keep expanding based on what real search data reveals.
If you manage Google Ads for an Indian SME or agency, now is the time to test Search Term Categories. Use it alongside existing RSA best practices for smarter ad copy, sharper targeting, and measurable ROI lift.
Ready to get started? Activate the feature in your Google Ads account today, analyze your first batch of categories, and revise your campaign strategy based on what real user intent is showing. It’s time to let data—not guesswork—drive your RSA decisions.