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.

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.

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.

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.

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.

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 Since 2021 the old quotation-mark rules have been replaced by meaning-based logic.

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.

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.