Keyword vs Search Term

Why confusing keyword and search term costs you money

Most Google Ads accounts burn budget because the person at the wheel doesn't know the difference between a keyword and a search term. That sounds harsh - but it's the reality in over 80% of the accounts submitted for review.

A keyword is what you add to Google Ads. A search term is what a real person types into Google. Two completely different things. And precisely that gap between your intent and users' reality decides whether your budget delivers results - or fizzles out.

This article explains not only the difference. It shows you how to read the search terms report in Google Ads correctly, how keyword match types work, why negative keywords are mandatory, and how to set up a workflow that lets you optimise your keywords - systematically instead of by gut feeling.

Keyword vs search term: the definition Google Ads beginners skip

What is a keyword?

A keyword is a term you deliberately add to your Google Ads account. You are telling Google: "When someone searches for something similar, show my ad."

Example: you sell running shoes and add the keyword buy running shoes. That's your control lever. You decide which keywords are active in your campaigns.

According to Google Ads Help, keywords together with the chosen match type determine for which search queries your ad can appear.

What is a search term?

A search term (also search query) is what a user actually types into Google. You have no direct influence on this.

Example: you added the keyword buy running shoes. A user types into Google: "buy running shoes cheap online vienna". That's the search term. It contains your keyword - but is longer, more specific and reveals real purchase intent.

Why is the difference so important?

Because a single keyword can trigger dozens or hundreds of different search terms. And not every one of those search terms matches your offering.

If you add the keyword running shoes, Google can show your ad on searches like "get running shoes repaired", "running shoes test consumer reports" or "used running shoes". Three search terms, zero purchase intent for your shop.

That is exactly why working with the search terms report in Google Ads is not an optional task - it is the foundation of every functioning campaign.

Keyword match types: how to control which search terms trigger your ad

Google Ads offers three keyword match types that determine how broadly or narrowly your ad is served. Since the 2024/2025 updates, matching has changed significantly - Google increasingly relies on AI-powered understanding of search intent.

Broad Match

Syntax: keyword without special characters → buy running shoes

Broad match is the default setting and the broadest match type. Google shows your ad on search queries that are related to your keyword - even if the exact term doesn't appear.

Example:

• Keyword: buy running shoes
• Possible search terms: "order jogging shoes", "running shoes online shop", "sports shoes for marathon"

Broad match taps signals like previous search history, other keywords in the ad group and the content of the landing page. The potential for irrelevant clicks is high - that's why broad match only works in combination with a solid negative-keywords strategy and Smart Bidding.

Phrase Match

Syntax: keyword in quotation marks → "buy running shoes"

Phrase match shows your ad on search queries that contain the meaning of your keyword. The order of the words plays a secondary role, as long as the intent matches.

Example:

• Keyword: "buy running shoes"
• Possible search terms: "where can I buy running shoes", "order running shoes online", "cheap running shoes vienna"
• Not triggered: "repair running shoes", "running shoes test" (different intent)

In practice, phrase match is the best compromise between reach and control - especially for accounts with a moderate budget.

Exact Match

Syntax: keyword in square brackets → [buy running shoes]

Exact match shows your ad only on search queries with the same meaning as your keyword. Since Google's updates, however, "exact" no longer means literally identical - synonyms and rephrasings are included.

Example:

• Keyword: [buy running shoes]
• Possible search terms: "order running shoes", "buy running sneakers"
• Not triggered: "running shoes test", "rent running shoes cheap"

Exact match delivers the highest relevance but the lowest reach. Exact match is recommended for keywords with proven conversion performance.

Match types compared

The search terms report in Google Ads: your most important optimisation tool

The search terms report shows you which actual search queries triggered your ads. According to Google Ads Help, it lists the search terms used by a significant number of users.

How to find the search terms report

1. Open your Google Ads campaign

2. Navigate to Insights & Reports → Search terms (or: campaign → Keywords → Search terms)

3. Choose the desired time period

What to analyse in the report

Relevant search terms with good performance: these terms show your keyword strategy is working. Check whether it's worth adding these search terms as standalone keywords - especially if they deliver conversions regularly.

Irrelevant search terms: every search term generating clicks without any connection to your offer costs money. These belong on your negative-keywords list immediately.

Related search terms with potential: sometimes search terms appear you never had on your radar - but that fit your offer perfectly. Related search terms are one of the best sources for new keyword ideas. Google shows real user behaviour here instead of estimated search volumes.

The limitation since 2020

Since September 2020, Google no longer shows all search terms in the report. Only terms that reached a "significant number" of search queries are listed. That means: part of your budget flows into search terms you never get to see.

All the more important to check the report regularly - at least weekly - and to actively work with the visible data.

Negative keywords: the strategy 90% of advertisers neglect

Negative keywords are terms for which your ad should not appear. They are the counterweight to your added keywords - and according to Google Ads Help, one of the most effective methods to avoid irrelevant clicks.

Why negative keywords are not optional

Without negative keywords, you pay for every irrelevant click. With an average CPC of EUR 1-3 in the DACH region, this quickly adds up to hundreds of euros per month - for clicks that never convert.

The three levels of negative keywords

1. Account level: terms irrelevant to your entire business.

• Examples: "free", "gratis", "internship", "job vacancy", "DIY", "do it yourself"

2. Campaign level: terms that don't fit a specific campaign.

• Example: in a campaign for premium running shoes → "cheap", "used", "outlet" as negative keywords

3. Ad group level: for control within a campaign.

• Example: ad group "men's running shoes" → "women's" as a negative keyword

Negative keywords - match types

Negative keywords also have match types. But careful - they work differently than regular keywords:

• Negative broad match: ad not shown if all the words appear in the search query (order doesn't matter)
• Negative phrase match: ad not shown if the words appear in the specified order
• Negative exact match: ad only blocked when the search query matches the negative keyword exactly

Important: for negative keywords Google does not consider synonyms or related variants. The negative keyword "shoes" does not block "shoe". You must add each variant separately.

Practical checklist for negative keywords

• Check search terms report weekly
• Add irrelevant search terms as negative keywords immediately
• Store a standard negative list at campaign launch (jobs, free, DIY etc.)
• Differentiate negative keywords by campaign and ad group
• Consider all spelling variants (singular/plural/typos)

Practical workflow: from search term to optimised keyword

Optimising keywords is not a one-off exercise. It is a cycle that should run weekly in every active Google Ads account. Here's the workflow that has proven itself in practice:

Step 1: Export the search terms report

Export the report for the last 7-14 days as CSV. Sort by impressions or costs.

Step 2: Categorise search terms

Place each search term into one of three categories:

• ✅ Relevant + converted: add as a separate keyword (if not already present)
• ⚠️ Relevant + no conversion: monitor, adjust match type if needed
• ❌ Irrelevant: add immediately as a negative keyword

Step 3: Add new keywords

Relevant search terms with conversions deserve their own keyword - ideally as exact match, to keep control over bids and ad texts.

Step 4: Maintain negative keywords

Add irrelevant search terms to the appropriate negative-keywords list. Check whether the term should be blocked at account, campaign or ad-group level.

Step 5: Review match types

If a broad match keyword triggers too many irrelevant search terms, switch to phrase or exact match. Conversely: if an exact match keyword delivers too little reach, test phrase match.

Step 6: Repeat

This cycle should happen weekly. In practice: accounts that evaluate the search terms report weekly reduce cost-per-conversion by 20-40% within 3 months.

7 common mistakes with keywords and search terms in Google Ads

1. No negative keywords from the start

Most accounts launch without a single negative list. Result: in the first weeks 30-50% of the budget flows into irrelevant clicks.

2. Using only broad match

Broad match is the default setting - and exactly for that reason, dangerous. Without a conscious match-type choice, you hand Google maximum control over delivery.

3. Ignoring the search terms report

The report does not exist for decoration. Whoever doesn't check it at least weekly is optimising blind.

4. Treating keywords as search terms

"I added the keyword, so that's what people search for." Wrong. A keyword is a trigger - not a promise. Google decides based on match type and AI which search terms it triggers.

5. Too many keywords per ad group

5-20 keywords per ad group are recommended. More leads to lack of transparency and makes search-terms analysis harder.

6. Not using related search terms

Related search terms from the search terms report are gold. They show real user language and search intent - better than any keyword tool.

7. Set keywords once and forget

Google Ads is not a "set and forget" channel. Optimising keywords means continuous work: adjusting match types, adding negative keywords, adopting new search terms as keywords.

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FAQ: the 5 most common questions about keyword vs search term