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Are Keywords and Search Terms the Same Thing in PPC Campaigns?
Learn the crucial difference between keywords and search terms in Google Ads. Understand how advertiser-targeted keywords differ from the actual search terms users type.
Question
What is the difference between keywords and search terms in Google Ads?
A. Keywords track conversions, search terms track clicks
B. Keywords are irrelevant, search terms are only used in Display campaigns
C. Keywords are the terms advertisers target, search terms are the actual queries users typed that triggered the ads
D. There is no difference
Answer
C. Keywords are the terms advertisers target, search terms are the actual queries users typed that triggered the ads
Explanation
In Google Ads, the distinction between keywords and search terms is fundamental to how campaigns operate. Keywords are the specific words or phrases that advertisers input into the platform to define their targeting strategy and tell Google which auctions they want to bid in. Conversely, search terms (or search queries) are the messy, real-world strings of text that actual users type into the Google search bar. Depending on your match types, a single clean keyword (like “used books”) can trigger your ad to show for dozens of different user search terms (like “where to buy used books near me”).