For example: Add high-performing search terms as keywordsĪfter researching queries, you have a better idea which target keywords to add to your SEO and PPC strategies. Using your keyword research and data from the search terms report, you can make changes to your keyword strategy to positively impact campaign performance. Manage your keywords based on search terms data Once you know which of your keywords matched someone’s search term and how closely it’s easier to manage your keywords. The following two tables show how keyword match type is determined, and how different search terms that triggered your ads on Google are related to your keywords: Within the report, the “Keyword” column indicates which keywords matched someone’s search term and triggered your ad, while the “Match type” column tells you how closely the search terms that triggered your ads are related to your exact keywords. One way to discover new keywords from queries is the Google keyword search term report that shows a list of search terms people have used within the Search Network and your ads were shown and clicked. Use the Google keyword search term report Recognizing all of these related queries helps you develop even more targeted keywords. These are important to track and target since they include your exact keyword, but what if someone doesn’t use “business startup” in their query? That’s why it’s necessary to go a step further to discover other relevant queries: If you’re targeting the keyword “business startup,” you could do some research around this term, and discover that a variety of different queries surrounds your target keyword: ![]() That’s why it makes sense to begin with specific target keywords, but also expand those into search queries. Keywords only represent what you want, not what real-life search engine users are doing. Advertisers bid on keywords hoping users will search those words, which will trigger their ads, leading to clicks and conversions. Target keywords, but expand them into queriesĮvery successful campaign starts with keywords. search terms, there are multiple ways that information can be used to improve campaigns. ![]() Knowing the difference and relationship between Google Ads keywords vs. Hence, marketers try to make sense of them and strategize over them to determine keywords to best match what potential customers are searching for. It would be impossible to target every single search query that users type into search engines. They just type words into a search box, hoping to find information on a product or service that will meet their needs.Ĭonversely, marketers use search terms and queries to help inform their keywords. Typically, users don’t even know what keywords are, or what specific keywords brands are targeting.
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