Search phrases in Smart campaigns

Note: For some users, Search Phrases may not populate in the Search Phrases card until they have at least one impression. For these users, Search Phrases with zero impressions will not appear in the Search Phrases card. 


  • 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 Smart campaigns dashboard.

How search phrases work

How searches are matched to your ads

When you sign up for or create a Smart campaign, 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, ads in your Smart campaign can appear and help attract new customers to your business.

You can't add more search phrases to your ad. But, 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. The performance of search phrases is analysed regularly and feedback is gathered to improve the search phrases.


You're advertising your pet shop in a Smart campaign, and your list of search phrases includes words like pet food, pet products and pet supplies. When someone searches for pet food on Google, ads in your Smart campaign 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 Smart campaigns at this time, but a match type will be automatically applied to each of your search phrases as needed.

Your business name

Your business name is included 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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