Keywords vs Search Terms

Something that a lot of new advertisers get wrong when they're first getting started in Google Ads is the difference between keywords and search terms. Many new advertisers think that they're the same thing, and while they are related, they're different.

In this blog post, we'll dive into these two critical components of PPC (Pay-Per-Click) advertising, and by the end, you'll be an expert in this terminology going forward!

Understanding Keywords

So what are keywords? Keywords are the words or phrases that are used to match your ads with what people are searching for. Choosing the right keywords is crucial to aligning your ads with your business goals.

Examples of Keywords

For example:

• If you're a yoga instructor looking to drive class signups, some of the keywords you might choose could be:

  • yoga classes near me

  • online yoga teacher

• If you're an e-commerce business looking to sell sneakers, some of the keywords you might target could be:

  • buy basketball sneakers

  • online sneaker store

Factors Affecting Keyword Costs

The costs that you pay for each keyword click will vary. This can depend on several factors:

• The quality of your keyword

• The competition

• The search auction

• Other relevancy factors

If you want to see what a good CPC is for your business, check out this article.

The Importance of Relevancy

If you make your keywords, ads, and landing pages closely related to a particular theme, you'll be in good shape. It’s not too complicated.

For example, the 'yoga classes near me' keyword should be paired with an ad that highlights the benefits of your yoga class, and the landing page should provide information on your classes and how people can sign up. If the landing page directs people to something completely different, like information about your spin class schedule, your conversion rate and bounce rate will suffer as a result.

Keyword Match Types in Google Ads

When setting up keywords in Google Ads, there are three match types to consider:

Broad Match

Broad match is the most flexible option, allowing your ad to show for a wide variety of searches that are related to your keywords.

Phrase Match

Phrase match, indicated by quotation marks around the keyword, is slightly more restrictive. It allows your ad to show on searches that include the meaning of your keyword.

Exact Match

Exact match, identified by having brackets at the beginning and end of the keyword, is the most restrictive. Your ad will only show when someone searches something closely related to your exact keyword phrase.

What Are Search Terms?

Let's take a step back and define search terms. Search terms, or search queries, are the actual words or phrases typed into Google by your potential customer base.

In Google Ads, you input keywords to target that are triggered by these search terms. Once your ads are up and running, it's super important to monitor the search terms report regularly to make sure they match up with your chosen keywords. You could waste a ton of money if you don't.

Example of Search Terms Mismatch

For example, there's a chance that keywords like 'online sneaker store', if set to broad match, could appear for search terms like 'dress shoes or buy sandals online'. This is far from the true intent of your keyword and might not even be a product type that you sell. Unless you added those search terms as negative keywords or tightened up your keyword list by using mostly phrase and exact match, a lot of the success in your account could be at risk.

Recap: Keywords vs. Search Terms

To recap:

• Search Terms: The exact words and phrases that search users type into the Google search box.

• Keywords: The words or phrases that an advertiser chooses to target with their ads.

   

Summary

I hope this was helpful! Understanding the difference between keywords and search terms is crucial for running an effective Google Ads campaign. By carefully choosing and monitoring your keywords and keeping a close eye on the search terms report, you can drive more qualified traffic to your site and save money in the process.