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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.

Choose an option


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:

  1. Sign in to your AdWords Express account at
  2. Click on the business.
  3. Click on See more.
  4. Scroll down to “Search phrases” for a list of words or phrases for your ad. You’ll also see the clicks and views that originated from each search phrase.

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 then 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 change, remove or add the search phrases assigned to your ad. If your search phrases aren’t a good fit for your business, then it may 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.


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.


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, then 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

  1. Click on the Edit icon (Edit (pencil) icon) next to your search phrases.
  2. Untick the box next to the search phrase to remove it, or tick the box to add it back.
  3. Click on Save when you've finished.
Negative search phrases

We keep your ad from appearing for terms that we’ve found to be unrelated to your business category.


Your hat shop ad shows for searches related to hats. However, based on your business category, we’ll keep your ad from appearing for searches related to Cat in the Hat.

Android mobile app

See your search phrases

When you open the AdWords Express mobile app, we’ll show you a list of the businesses associated with your account.

  1. Touch the name of your business.
  2. Touch your ad to see your basic ad summary.
  3. Touch the ad again to see more detailed data. Scroll to the "Top search phrases" section.
  4. Touch "Top search phrases" to see a more detailed list of search phrases, including views and clicks for each phrase.
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