Keywords vs search terms
- The term you add to an ad group
- Set with a match type
- Tells Google who to show ads to
- You control the list
- The exact words a person typed
- Can differ from your keyword
- Shows in the search terms report
- Google decides the match
A keyword like "water heater repair" can trigger the search "fix my water heater leaking." The search terms report shows which real searches your keywords matched.
Match types control the reach
Google offers three match types. Broad match reaches searches related to your keyword. Phrase match reaches searches that include its meaning. Exact match stays closest, covering searches that mean the same thing. All three match by meaning now, so even exact match covers close variations.
How keywords become clicks
- KeywordYou add terms that buyers search.
- MatchGoogle matches them to real searches.
- AuctionYour ad competes on bid and quality.
- ClickThe searcher lands on your matching page.
Good keyword habits
- Group keywords by service, one theme per ad group.
- Favor searches that show a need, like "repair" or "near me."
- Add negative keywords for searches you never want.
- Check the search terms report weekly in new campaigns.
- Pause keywords that spend without leads.
Good example. A locksmith targets "locked out of car" and "car lockout service" in one ad group with an ad about fast roadside help.
Bad example. A locksmith targets the single word "locks" and pays for clicks from people shopping for door hardware.
Read keyword match types. Our Google Ads management builds keyword lists around services that pay.