Search term
What a shopper actually typed. Your keyword is what you bid on; this is what matched it.
Broad and phrase keywords, and auto campaigns, match many search terms. The Search Term report shows what those were and how each performed.
This is where the money is found. A term that converts well should get its own keyword so you can bid it deliberately — that is a Harvest. A term that spends without converting should be blocked — that is a Negate.