Your SEM Reports Are Missing This!!!
There's only one way to gauge accurately the quality of traffic coming from your Google SEM Campaign.
If you're not seeing search terms in your reports (at least the search terms where you're spending the most money), you're being totally taken advantage of.
Demand these reports so you know what kind of people you're attracting. If you're running these campaigns yourself, look at the Search Terms report REGULARLY and use it to constantly update keywords and negative keywords.