Remove or add back search phrases

  • Search phrases are terms that describe your business and help determine when your ad should appear.
  • View your search phrases and their performance in your AdWords Express dashboard.
  • You can also easily remove search phrases that don't apply to your business—and add them back if you change your mind.

How search phrases work

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.


If one of your search phrases is dentist, your ad could appear when someone searches for dentist or similar terms, such as dentist’s office.

Remove or add back search phrases

If your search phrases aren’t a good fit for your business, first make sure that the product or service you've chosen 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, you can remove a search phrase -- you can always add it back later.

How to remove or add back search phrases

  1. Sign into your AdWords Express account.
  2. Click the Menu button menu at the top.
  3. Make sure the business 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 Billing.
  5. On the "Transaction history" tab, click Make a payment.
  6. On the "Payment method" drop-down menu, click Add new credit or debit card, and then enter your one-time-use credit card information.
  7. Enter your payment amount, and then click Make a payment to review and confirm your payment.


    Be sure to include $1 more than your payment amount for card verification.

Try it now

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