In pay-per-click (PPC) advertising, keywords are the terms you target, while search terms are the actual queries users type into Google. This difference determines when your ads appear, who sees them, and how well they perform.
Keywords are selected by advertisers in platforms like Google Ads to signal when an ad may be relevant. Search terms, by contrast, reflect real user behaviour and intent. They show how people actually search, not how advertisers expect them to search.
The gap between keywords and search terms is where optimisation happens. When the two are aligned, ads become more relevant, cost-efficient, and more likely to convert. When they are not, campaigns can attract the wrong audience and waste the budget.
Key Takeaways
- Keywords are what you target; search terms are what users actually search
- Search terms reveal real user intent and uncover new keyword opportunities
- Aligning keywords with search terms improves click-through rate (CTR) and conversions
- Negative keywords help block irrelevant traffic and reduce wasted spend
- Ongoing optimisation is required for consistent PPC performance
What Are Keywords and Search Terms in PPC?
In PPC advertising, keywords and search terms work together to determine when your ads appear. Keywords are set by advertisers, while search terms reflect what users actually type into Google.
What Are Keywords?
A keyword in PPC is a word or phrase you choose in platforms like Google Ads to control when your ad can appear in search results.
Keywords act as your targeting tool. They signal to Google which types of searches are relevant to your ads and determine when your ads are eligible to be shown.
Example: "running shoes"
What Are Search Terms?
A search term is the exact query a user types into Google before seeing or clicking your ad.
Search terms reflect real user behaviour and intent. Unlike keywords, they are not controlled by advertisers and show how people actually search.
Example: "best running shoes for beginners"
Keywords vs Search Terms: Key Differences
While search terms and keywords are connected, they play very different roles in your PPC campaigns.
| Aspect | Keywords | Search Terms |
|---|---|---|
| What they are | Words or phrases you choose | Real queries users type into Google |
| Who controls them | Advertiser | User |
| Purpose | Tell Google when to show ads | Reveal how users actually search |
| Level of control | High | Limited |
| Example | “running shoes” | “best running shoes for flat feet” |
What they are
Who controls them
Purpose
Level of control
Example
What they are
Who controls them
Purpose
Level of control
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Keywords define your targeting, while search terms reveal real user behaviour. The gap between them is where optimisation happens.
Why the Difference Matters in PPC Campaigns
Understanding the difference between search terms and keywords isn't just theoretical—it directly affects how well your ads perform.
Ad Relevance
If your keywords don't match what people are actually searching for, your ads may show up for the wrong audience. This leads to fewer clicks and lower-quality traffic.
Budget Efficiency
When your ads are triggered by irrelevant search terms, you end up paying for clicks that are unlikely to convert. Over time, this can drain your budget without delivering results.
Conversion Performance
The closer your keywords align with real search terms, the more likely users are to find exactly what they're looking for—and take action.
Example: If your keyword is "running shoes" but your ad shows for "free running shoes giveaway", you're attracting users who aren't ready to buy. Without reviewing search terms, you wouldn't catch this mismatch.
How to Use Search Terms to Improve Your Keywords in Google Ads
The search terms report in Google Ads shows the exact queries users typed before clicking your ad. Reviewing this data regularly is one of the most effective ways to improve campaign performance.
Identify High-Intent Searches
Look for queries that drive conversions or strong engagement. These indicate what users are actively looking for and highlight valuable keyword opportunities.
Spot Irrelevant or Low-Intent Queries
Find searches that are unrelated to your offer or show low purchase intent (e.g. "free," "jobs," "reviews" if not relevant). These indicate where your targeting may be too broad.
Detect Gaps in Targeting
Search terms often reveal queries you are not directly targeting. These gaps can inform new keyword ideas or content opportunities.
Understand Real User Intent
Analyse patterns in search behaviour (e.g. informational vs transactional queries). This helps you align campaigns with how users actually search.
Search term analysis helps you understand real user behaviour, uncover new opportunities, and identify wasted spend before making keyword changes.
How to Optimise Keywords for Better PPC Ad Performance
Once you have insights from search term data, the next step is to apply them by improving your keyword strategy and campaign structure.
Choose the Right Match Types
Use match types to control how closely search queries must match your keywords:
- Broad match: Shows your ads for a wide range of related searches to help you discover new queries
- Phrase match: Shows your ads for searches that include your keyword meaning, offering more control over relevance
- Exact match: Shows your ads only for closely matching searches, giving you the highest level of precision
Add Negative Keywords
Exclude irrelevant queries identified from search term analysis. This prevents wasted spend and improves traffic quality.
Group Keywords by Intent
Organise keywords into tightly themed ad groups based on user intent. This improves ad relevance and targeting accuracy.
Align Ads with Keywords
Ensure your ad copy and landing pages match the keyword intent. This improves user experience and conversion rates.
Review and Refine Regularly
Track metrics such as click-through rate (CTR), cost-per-click (CPC), and conversion rate. Pause underperforming keywords and test new variations.
Expand Keyword Coverage
Add new keywords based on high-performing search terms to increase visibility and control over valuable traffic.
A well-optimised keyword strategy improves ad relevance, reduces wasted spend, and drives more consistent conversions.
Drive Better PPC Results with a Smarter Keyword Strategy
Keywords and search terms are only effective when they're used strategically. Simply setting up campaigns isn't enough—you need a clear approach to refining keywords, analysing search behaviour, and continuously improving performance.
At Activa Media, we help businesses go beyond basic PPC setup. Our approach focuses on aligning keywords with real user intent, improving targeting precision, and reducing wasted spend through ongoing optimisation. By combining data-driven insights with structured campaign management, we ensure your ads reach the right audience and deliver consistent, measurable results. Get in touch with our team to start building a stronger PPC strategy today.
FAQs About Search Terms and Keywords in PPC
Why do my ads show for searches that don't match my keywords exactly?
This happens because of keyword match types. Broad and phrase match allow your ads to appear for related or similar searches, not just exact matches.
What is a search terms report in Google Ads?
A search terms report shows the actual queries users typed before clicking your ad. It helps you understand how your keywords are performing in real searches.
How do I find irrelevant search terms in my campaigns?
Look for queries that are unrelated to your offer, have low engagement, or don't lead to conversions. These are good candidates to exclude as negative keywords.
Should I use broad match keywords in PPC campaigns?
Broad match can help you discover new search terms, but it should be used carefully and monitored closely to avoid irrelevant traffic.
How many keywords should I have in an ad group?
It's best to keep ad groups tightly focused, usually with a small set of closely related keywords. This improves ad relevance and performance.
What is the best way to structure keywords in Google Ads?
Group keywords by intent and theme, and align them with specific ads and landing pages. A clear structure makes campaigns easier to manage and optimise.
