- Definition
- A search term is what a person typed; a keyword is what an advertiser chose to bid on, and the two are often different.
In plain words
The search term is the exact words someone typed into Google or Bing. The keyword is a word or phrase an advertiser added to its campaign so its ads can show on related searches.
One keyword can trigger ads on many different search terms, and one search term can match keywords from many advertisers.
Why it matters for brand and paid search teams
This is the most important distinction in brand monitoring. When a competitor's ad appears on a brand search, the only fact observed is that the ad appeared for that search term. It does not tell you the keyword the competitor bought.
Saying "their ad appeared on northstar boots" is accurate. Saying "they bid on our brand" may not be, and that difference matters in partner conversations and legal letters.
How it works
Google explains that match types let ads show on searches related to a keyword, not only its literal text: broad match reaches related searches, phrase match reaches searches that include the keyword's meaning, and exact match reaches searches with the same meaning or intent.
Google's search terms report shows advertisers the actual searches that triggered their ads. Some low-volume terms are omitted for privacy. Advertisers use it to add negative keywords for irrelevant searches.
Only the advertiser can see its own search terms report.
Example
Summit Outdoors (summit-outdoors.example) bids on the broad match keyword hiking boots sale. Its ad appears on the search northstar boots sale in Denver, because Google judged the search related.
Northstar's monitoring records the ad on its brand search. Summit Outdoors' search terms report would show northstar boots sale as a search term; its keyword list never contained northstar.
Fictional brands and domains, for illustration only.
Common mistakes and misconceptions
The ad appeared on my brand, so they bought my brand as a keyword. Because of match types, you cannot know that from outside. Describe what appeared, not what was bought.
Keyword planner volume equals search term volume. Planning tools estimate keyword demand; the search terms report shows what actually triggered ads, with privacy gaps.
Negative keywords will always stop an ad on a brand search. Negatives filter search terms for the advertiser who sets them, with their own matching rules. They are not a tool other brands control.
How to monitor it in Ads Lighthouse
Ads Lighthouse records the search it ran and the ads that appeared for it, with the place, device and time. It cannot see another advertiser's keywords, match types or bids.
For your own campaigns, the optional Google Ads connection opens your Search terms report on demand, so you can see which of your keywords matched which searches.
Frequently asked questions
How can I find out which keyword a competitor used?
You cannot from outside their account. Their search terms report and keyword list are private. Observations show the search and the ad only.
What wording should I use in a report?
Say the ad appeared for the search, with the date, place and device. Avoid saying the advertiser bid on your brand unless they confirm it.
Does Bing have a search terms report too?
Yes. Microsoft Advertising offers a search term report for your own campaigns, and its help pages show how match types relate searches to keywords.
Official sources
- Google Ads Help: About the search terms report
- Google Ads Help: About keyword matching options
- Microsoft Advertising Help: What are keyword match types, and how do I use them?
Sources checked on .