Keywords vs search terms: why ads show for unexpected searches

Ever looked at your Google Ads search terms report and thought, "Why am I seeing searches I didn't target?" You're not alone. Many businesses struggle with paid search campaigns. Why? They miss one crucial distinction: keywords vs search terms. These are fundamentally different things.

Understanding this difference can transform your campaigns. You'll go from budget-draining to profit-generating. 

We’re going to break down everything you need to know. You'll learn about keywords, search terms, match types, and negative keywords. All of this will help you master paid search advertising.

The crucial difference between keywords and search terms

Before diving into the technical bits, let's clear up the most fundamental concept in pay-per-click (PPC) advertising.

What are keywords?

Keywords are the words or phrases that you choose to target in your campaigns. Think of keywords as your fishing bait. You select terms you believe potential customers will use when searching for your products or services.

For example, if you run a shoe store, you might select keywords like:

• "running shoes"
• "sneakers"
• "athletic footwear"

Keywords give you control over:

• Which terms your ads appear for
• How much you're willing to bid
• How closely a search must match your keyword (through match types)

What are search terms?

Search terms (or search queries) are the actual words and phrases that real people type into search engines. They represent genuine customer intent in the wild.

These often align with your keywords. However, they can include variations, synonyms, or even misspellings that still trigger your ads. They say the gap between what you think your customers search and what they actually type in can make or break your campaign’s success.

Search terms provide:

• Real-world insights into customer behaviour
• Opportunities to discover new keywords
• Signals about irrelevant queries wasting your budget

Match types

Understanding Google Ads match types is essential for controlling when your ads appear. These match types determine how closely a user's search query must match your chosen keyword. Think of PPC match types like adjusting a camera's focus. You can capture a wide scene or zoom in on a specific subject.

What about modified broad match? If you've been running ads for years, you might still see modified broad match keywords in your account. However, this option has been retired for new campaigns.

Broad match

What it is: The default match type with the widest reach. Your ad may show for searches including misspellings, synonyms, related searches and other variations.

When to use it: When you want maximum exposure and are looking to discover new keyword opportunities.

Example:

• Your keyword: running shoes
• Might show for: "jogging trainers", "shoes for marathon", "best footwear for runners"

Phrase match

What it is: Your ad appears when the search contains your exact phrase (or close variants) with additional words before or after.

When to use it: When you want more relevant traffic than broad match but still need reasonable coverage.

Example:

• Your keyword: "running shoes"
• Might show for: "best running shoes", "running shoes for flat feet"
• Won't show for: "shoes for running marathons"

Exact match

What it is: Your ad shows only when the search query exactly matches your keyword or is a very close variant.

When to use it: For high-performing keywords where precision is critical.

Example:

• Your keyword: [running shoes]
• Might show for: "running shoes", "running shoe" (singular)
• Won't show for: "best running shoes", "red running shoes"

Negative keywords: stop wasting your budget on wrong search terms

Wondering why irrelevant search terms show in your Google Ads? Negative keywords are the solution. They act like bouncers for your ads. They prevent your ads from showing up for irrelevant searches. This saves your budget for the customers who actually matter.

Why negative keywords are your secret weapon

• Boost relevance: Ensure your ads only appear for relevant searches
• Improve click-through rates: Reach a more interested audience
• Save money: Stop paying for clicks from users unlikely to convert
• Enhance quality score: Better relevance means better ad performance

How to use negative keywords effectively

Just like regular keywords, negative keywords have match types that determine how broadly they filter. Understanding these is crucial for how to stop wasting budget on wrong search terms.

Negative broad match

• Most flexible filtering option
• Blocks ads when all negative keyword terms appear in any order
• Example: Negative keyword "cheap shoes" would block "cheap running shoes" but not "cheap trainers" or "discount shoes"

Negative phrase match

• Blocks ads when the exact phrase appears in the search
• Example: Negative keyword "cheap shoes" would block "cheap shoes for running" but not "shoes cheap" or "running shoes cheap"

Negative exact match

• Only blocks the specific search term
• Example: Negative keyword [cheap shoes] would only block "cheap shoes" but not "cheap running shoes"

It’s important to get this right. Going too broad might block valuable traffic but being too narrow may let irrelevant clicks slip through.

Microsoft Ads vs Google Ads match types

Both platforms, Microsoft Ads and Google Ads, work on similar principles. But when comparing broad match vs phrase match vs exact match across platforms, you'll find important differences.

Search term reporting

• Google Ads typically offers more detailed data
• Microsoft Ads may require adjustments in how you interpret performance metrics

Match type behaviour

• Both platforms use similar match types, but there can be subtle differences in how each interprets these match types
• Microsoft Ads sometimes has a slightly broader interpretation of match types

Platform reach

• Google Ads reaches the largest audience
• Microsoft Ads targets the Bing, Yahoo, and DuckDuckGo ecosystems – often with less competition and lower CPCs

Why you need to continuously monitor and optimise

Even the best-structured campaign needs regular attention. The digital landscape changes constantly, and your campaigns must evolve with it.

Why ongoing management is non-negotiable

• Consumer behaviour shifts: What worked yesterday might flop today
• Competitive landscape changes: Competitors adjust strategies constantly
• Seasonal trends impact performance: Different times of year require different approaches
• Platform updates change the rules: Google and Microsoft regularly update their algorithms

Key areas to monitor

1. Google Ads search terms report: Learn how to use search terms report weekly to refine both keywords and negatives
2. Performance metrics: Track click-through rate (CTR), conversion rate, cost-per-click (CPC), and quality score
3. Bid adjustments: Use performance data to inform bidding strategy
4. Ad copy and landing pages: Test different variations to boost conversion rates

Learning how to optimise based on search terms report is perhaps the most valuable skill in PPC management. The report reveals exactly what triggers your ads and how those searches perform.

Our optimisation process

1. Analyse: Dig into the data to find patterns and opportunities
2. Adjust: Make targeted changes based on your findings
3. Test: Try different approaches through A/B testing
4. Refine: Build on what works and discard what doesn't

How our approached transformed SeaLink's campaign

By implementing our approach, we have been able to transform our client’s campaigns including Sealink Marine & Tourism. Their cost per conversion dropped by 78%, while conversions increased by 650%. 

Stop wasting your ad budget

Understanding the difference between keywords and search terms is just the beginning. Mastering match types and implementing a solid negative keyword strategy can dramatically improve your campaign performance and return on investment (ROI).

PPC optimisation checklist

Here are a few easy things you can do now to make sure your campaigns are set up for success:

• Review search term reports weekly
• Add irrelevant terms as negative keywords
• Use appropriate match types for your campaign goals
• Create organised negative keyword lists by theme
• Test different ad variations regularly
• Monitor and adjust bids based on performance
• Check for seasonal trends and adjust accordingly
• Balance broad reach with precise targeting

Or you can book in a free Google Ads audit with us.

If you're still struggling with Google Ads or Microsoft Ads, or just want expert eyes on your campaigns, we're here to help. Our team has transformed countless underperforming campaigns into powerful lead generation engines.