Keyword:
A keyword is a specific word or phrase that advertisers choose to target in their Google Ads campaigns. These keywords are the terms that advertisers believe potential customers will use when searching for products or services they offer. Advertisers bid on keywords to have their ads displayed when users search for those terms. Keywords can be broad or specific and are often organized into different match types, such as broad match, phrase match, and exact match.
Search Term:
A search term is the actual word or phrase that a user types into the Google search bar when looking for information. Search terms reflect the specific queries that lead to clicks on ads. It’s possible for multiple search terms to trigger the same ad based on the keywords that have been selected by the advertiser.
Key Differences:
- Purpose:
- Keywords: Used by advertisers to target and bid on.
- Search Terms: The actual queries entered by users that trigger the ads.
- Control:
- Keywords: Advertisers have control over which keywords they choose.
- Search Terms: Advertisers have no control over what users will type into the search bar.
Why It Matters:
Understanding the difference between keywords and search terms is crucial for optimizing Google Ads campaigns. By analyzing search terms, advertisers can discover new keyword opportunities, refine their targeting, and improve ad relevance.
Additional Resources:
For more information on keywords and search terms in Google Ads, check out these resources:
- Google Ads Help – About Keywords
- WordStream – Keyword Research: The Complete Guide
- Google Ads Help – Search Terms Report
If you have any further questions about keywords or search terms, feel free to ask!
