Google Ads Search · Level 1 of 5
Search Foundations
Keywords, search terms and match types are the language of Google Ads Search. Learn what Google is actually matching, how the Search Terms report should be read, and how to turn query data into better targeting decisions.
A keyword is what you target. A search term is what the person searched.
This sounds basic, but confusing these two is one of the easiest ways to misread Google Ads Search data.
A targeting input inside your Google Ads account. Match type controls how broadly Google can relate that keyword to a user's search.
The actual query typed or spoken by the user that triggered your ad.
Quick check
Your account contains the keyword crm software. A user searchesbest crm for small business and sees your ad. Which one is the search term?
Match types control how related a search can be — not whether the words are identical.
Google Ads currently uses three keyword match types: broad, phrase and exact. Matching has evolved beyond literal word matching and can use the meaning of the keyword and query.
Widest reach. Can match additional related searches and uses more contextual signals to determine relevance.
Narrower than broad. Covers the same searches as equivalent exact match plus additional searches that include the meaning.
Most control, but it can still match searches with the same meaning or intent rather than only the exact typed phrase.
Broader match types include the queries reachable by narrower match types, plus more related searches.
Quick check
Which statement is the safest way to think about exact match today?
The Search Terms report connects the user's query back to the keyword that triggered it.
The report is where you stop guessing what your keywords might be matching and start reviewing the actual search behavior Google surfaced.
Do not automatically interpret that column as the configured match-type setting of the keyword itself. Add the Keyword column so you can review the relationship properly.
Quick check
Why is the Keyword column useful when reviewing search terms?
A search term is evidence. Your job is to decide what action the evidence supports.
Search-term optimization is not simply “convert = add keyword” and “no conversion = negative.” Relevance, volume, efficiency and existing keyword coverage all matter.
Consider deliberate exact or phrase targeting when the query is commercially relevant, performs well and is not already cleanly covered.
Review intent and negative match type before excluding. Positive and negative match behavior are not identical.
A promising or weak term may still need more clicks, conversions or spend before you force a targeting decision.
Search term: free crm template
Quick check
What is the best next step for this query?
Upload a real Search Terms export and turn individual queries into a review list for expansion, negative review, efficiency and coverage.
Final check: can you apply the workflow?
Choose one answer for each question. Score 4 out of 5 to complete this learning path.
You finished Search Foundations 🎉
You now have the conceptual layer. Practice it with real search-term data, then continue into RSA Copywriting when Level 2 goes live.
PaidMediaKit Learn is designed around current public platform documentation. Google Ads can change over time, so platform-specific lessons should be reviewed periodically.