The search terms scope in the Rule Engine is a great way to gather information to make a decision of, for example, adding negatives at the ad group level. When you are making the decision to add negatives, it's important to know if a particular search query - no matter what the query match type is - performed well or not. If it didn’t perform well at the ad group level, it's a good idea to add it as negative.
How does it work
The Rule Engine - by default - will show you aggregated performance data for the same search terms with different match types or that match to different keywords in a given ad group. So for example, if a search term matched with different query match types in a given ad group, in the results page you’ll see a single row of aggregated performance data for that search term, irrespective of the match type.
Similarly, if the same search term matched to different keywords in an ad group, the Rule Engine will show you a single row of aggregated performance data for that search term.
Please note, however, that if you use query or keyword level attributes in your rules, either in a condition or in an action, the system won't aggregate the performance data, and instead will start showing multiple rows for the same search term, depending on the match type or the matched keyword.
You can have those two segmentations, as it just depends on the conditions and actions you use.
Let's say that you want to see the clicks a search query got for each matching keyword and based on that make the decision of either adding it as a keyword or just getting a report with the data.
For example, with matching keywords as an attribute in the condition, the results page will show you multiple rows for the same search term. Each individual row is a combination of search terms and matching keywords, along with the performance data such as clicks, conversions, etc.
Similarly, if you’re interested in seeing the performance data along with the search query match type, you can include all of them.
For this, the results page is going to show you more rows for the same search queries. You’ll see, for each individual row, the combination of the search term, search query match type, and the keyword it matches to. This is because both conditions were used.
The rule you see in the previous screenshots had no conditions on keyword or search query match type level, which allowed us to see the aggregated performance data.
If you want to segment the performance data, you can use the matching keyword, query match type of any of the keyword performance data, by selecting them as a metric in the rule. The tool will then segment the data accordingly.