Keywords
Keyword-Grundlagen, Match Types, Negative Keywords, Keyword-Planer und Suchbegriff-Berichte.
- Broad Match Keywords
The widest Google Ads match type. Triggers ads on synonyms, related searches, and adjacent topics — driven by AI signals such as landing page, account history, and prior user searches.
- Exact Match Keywords
The narrowest Google Ads match type. Triggers only when the query carries the same meaning as the keyword. Close variants (plurals, typos, acronyms) are included.
- Keyword (SEA) Keywords
A search term an advertiser targets to trigger ads. In Google Ads a keyword is not a literal user query but a trigger rule paired with a Match Type — Phrase, Exact, or Broad.
- Keyword Planner Keywords
Free research tool inside Google Ads. Returns search volume, competition, CPC estimates, and new keyword ideas — the data backbone for campaign planning and SEO research.
- Match Type Keywords
The rule that defines how closely a booked keyword must align with a user query to trigger an ad. Active types in Google Ads: Broad, Phrase, Exact.
- Negative Keyword Keywords
An exclusion keyword in Google Ads. Prevents an ad from serving when the user query contains the excluded term. Negative keywords also support match types.
- Negative Keyword List Keywords
A reusable collection of negative keywords in Google Ads, maintained at the account level and applied to multiple campaigns. Cuts maintenance overhead in large accounts.
- Phrase Match Keywords
The middle Google Ads match type. Triggers when the query includes the keyword's meaning. Since 2021 the old quotation-mark rules have been replaced by meaning-based logic.