What is a keyword?
In paid search, a keyword is a word or phrase an advertiser chooses to target. When a person's search relates to the keyword, the ad becomes eligible to appear. Match types control how closely the search must relate.
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How keywords work in paid search
You pick keywords that describe what your customers might search for, and group them into ad groups with ads written for them. When a search matches, your ad enters the auction.
The keyword you chose and the search a person typed are different things. The typed search is called a search term, and your reports show which ones triggered your ads.
Choosing keywords
Look for terms that show clear intent, such as people comparing options or ready to buy. Check search volume, competition, and relevance to your offer.
Review your search terms regularly. Add the ones that convert as keywords, and block the ones that don't with negative keywords.
Keywords and match types
Match types decide how loosely a search can relate to your keyword. Broad match is the widest, phrase match is in the middle, and exact match is the tightest.
Common questions
What is the difference between a keyword and a search term?
A keyword is what you choose to target. A search term is the actual words a person typed, and it may differ from your keyword depending on the match type.
How many keywords should I use?
There's no set number. Focus on relevant, grouped keywords you can write specific ads for, and expand as you learn which ones perform.
Are keywords used outside of search ads?
Yes. Some display and video platforms use keywords to find relevant content, and SEO uses keywords to match pages to searches, although that works differently from paid targeting.
What is a negative keyword?
It's a word or phrase that prevents your ad from showing on searches containing it. Negative keywords help you avoid irrelevant clicks.
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