Search phrases

  • Search phrases are terms that describe your business and help determine when your ad should appear for a potential customer.
  • You can view your search phrases and their performance in your AdWords Express dashboard.

How search phrases work

Try it now How searches are matched to your ads

When you sign up for AdWords Express or create a new ad, you'll be asked to choose a business product or service. Based on the product or service that you choose, we'll add a list of related words or phrases to your ad, known as "search phrases." Now, whenever someone in your targeted area searches for those phrases on Google or Google Maps, your ad can appear and help attract a new customer to your business.

You can't add additional search phrases to your ad. If some of the assigned search phrases aren't a good fit for your business, you can remove them by following the instructions below. It may also be helpful to review and update the product or service that you've chosen. We analyze the performance of search phrases and gather feedback regularly to make improvements.


You're advertising your pet store in AdWords Express, and your list of search phrases includes words like pet food, pet products, and pet supplies. When someone searches for pet food on Google, your AdWords Express ad can appear.

How we match your ad to searches

Your ad can show when someone searches for your search phrase or a variation of it, so you can reach a wider audience.


Let's say you own a hat shop and one of your search phrases is hats. Your ad may also show for searches such as hat, sun hats, and caps.

The ability to edit keyword matching options isn't available in AdWords Express at this time, but we'll automatically apply a match type to each of your search phrases that we think is most suitable.

Your business name

We include your business name as a search phrase so that your sponsored offer will appear for potential customers searching for your business. Using your business name as a search phrase helps increase exposure by making your business eligible to appear in both the sponsored and organic search results.

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