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Search phrases

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

View your search phrases

Your AdWords Express dashboard will display the search phrases assigned to your ad. To see top-performing search phrases in your account, follow the steps below:

How to view your search phrases

Computer
  1. Sign into your AdWords Express account.
  2. Click the Menu button menu at the top.
  3. Make sure that the business that you're looking for appears at the top of the "My business" drop-down menu. If not, click the name of the business, and then click the Menu button menu again at the top.
  4. Click an ad, and then click Dashboard.
  5. Scroll the page down to the "Search phrases" card to see how well the ad's search phrases are doing.
Try it now
Android
  1. Open the AdWords Express app for Android.
  2. Tap the Menu button menu at the top.
  3. Make sure that the business that you're looking for appears at the top of the "My business" drop-down menu. If not, tap the name of the business, and then tap the Menu button menu again at the top.
  4. Tap an ad, and then tap Dashboard.
  5. Scroll the page down to the "Search phrases" card to see how well the ad's search phrases are doing.
Try it now
iOS
  1. Open the AdWords Express app for iOS.
  2. Tap the Menu button menu at the top.
  3. Make sure that the business that you're looking for appears at the top of the "My business" drop-down menu. If not, tap the name of the business, and then tap the Menu button menu again at the top.
  4. Tap an ad, and then tap Dashboard.
  5. Scroll the page down to the "Search phrases" card to see how well the ad's search phrases are doing.
Try it now

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 target area searches with those phrases on Google or Google Maps, your ad can appear and help to 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 analyse the performance of search phrases and gather feedback regularly to make improvements.

Example

You're advertising your pet store in AdWords Express, and your list of search phrases includes words such as 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 that you can reach a wider audience.

Example

Let's say that 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 to increase exposure by making your business eligible to appear in both sponsored and organic search results.

Remove or add back search phrases

If your search phrases aren't a good fit for your business, first make sure that the business type that you've selected is as accurate and relevant to your business as possible.

If your business type is a good fit, but some of the search phrases don't apply to your business, then you can remove a search phrase – you can always add it back later.

How to remove or add back search phrases

Computer
  1. Sign in to your AdWords Express account.
  2. Click the Menu button menu at the top.
  3. Make sure that the business that you're looking for appears at the top of the "My business" drop-down menu. If not, click the name of the business, and then tap the Menu button menu again at the top.
  4. Click an ad, and then click Dashboard.
  5. Scroll the page down to the "Search phrases" card and click Edit.
  6. Untick the box next to a search phrase to remove it, or tick the box to add it back.
  7. Click Save.
Try it now
Android
  1. Open the AdWords Express app for Android.
  2. Tap the Menu button menu at the top.
  3. Make sure that the business that you're looking for appears at the top of the "My business" drop-down menu. If not, tap the name of the business, and then tap the Menu button menu again at the top.
  4. Tap an ad, and then tap Dashboard.
  5. Scroll the page down to the "Search phrases" card and tap Edit.
  6. Untick a box next to a search phrase to remove it, or tick a box to add it back.
iOS
  1. Open the AdWords Express app for iOS.
  2. Tap the Menu button menu at the top.
  3. Make sure that the business that you're looking for appears at the top of the "My business" drop-down menu. If not, tap the name of the business, and then tap the Menu button menu again at the top.
  4. Tap an ad, and then tap Dashboard.
  5. Scroll the page down to the "Search phrases" card and tap Edit.
  6. Untick a box next to a search phrase to remove it, or tick a box to add it back.
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