12/18/2025
Do you know the difference between a Keyword and a Search Term? If you’re nodding your head but your ad spend is disappearing with zero ROI, it’s time for a reality check.
🎯 Keywords are what YOU (the marketer) target. They are the strategic, distilled words you bid on to tell Google (or any other search engine) when you want to show up.
🔍 Search Terms are what USERS actually type. They are messy, conversational, and full of intent. They are the “real world” application of your strategy.
The Golden Rule: You bid on keywords to capture search terms.