Words or phrases that you choose to describe your product or service and that help determine when and where your ad can appear.
- The product or service that you choose in AdWords Express helps determine the search phrases for your business. AdWords Express will select search phrases relevant to your business to help you reach interested people, who are more likely to become your customers.
- When someone searches on Google, your ad could be eligible to appear based on the similarity of your search phrases to the person's search. Search phrases are also used to match your ad to sites in the Google Network that are related to your business.