In PPC (Pay-Per-Click) campaigns, many sellers assume that keywords and customer search terms are the same. However, understanding their differences can unlock better ad performance and reduce wasted ad spend.
So, what’s the difference?
Keywords are the words or phrases you choose and bid on to show your ads. Think of them as the building blocks of your campaign strategy.
Customer search terms are the exact phrases people type into search engines that trigger your ads to appear. These search terms reflect real user intent and behavior.
For example, you might bid on the keyword “running shoes,” but a customer could search for “best men’s running sneakers under $50.” While your keyword got your ad seen, it’s the search term that reveals what your audience is looking for.
Knowing this distinction helps sellers fine-tune their campaigns—adjusting keywords, adding negative keywords, and aligning ad copy with actual customer searches. In the sections ahead, you’ll learn how to use both keywords and search terms effectively to boost your PPC performance!
What Are Keywords?
Keywords are the words or phrases advertisers bid on to trigger their ads in search engines or marketplaces. They act as the backbone of PPC campaigns, influencing when and where your ads appear.
Match Types:
Broad Match: Targets a wide range of related searches, including synonyms and variations (e.g., bidding on "running shoes" might trigger searches for "jogging sneakers").
Phrase Match: Triggers ads for searches that contain the exact phrase but allow slight variations before or after it (e.g., "best-running shoes" could match "best running shoes for beginners").
Exact Match: Shows your ads only for searches that closely match your keyword, with very minimal variation (e.g., "running shoes" would only show for searches like "running shoes" or "running shoe").
What Are Customer Search Terms?
Customer search terms are the actual words or phrases that people type into search engines or marketplaces, triggering your ad to appear. These terms represent what customers are genuinely looking for at the moment.
Example:
Let’s say you bid on the keyword “running shoes.” A potential customer might search for “best lightweight running sneakers,” which triggers your ad. Even though their search phrase is different from your keyword, it still falls within the match type you set.
Why It’s Important:
Search terms reflect real-world customer intent, offering insights into how people search for your product. By analyzing these search terms, you can:
Spot Trends: Discover new keywords to target.
Refine Targeting: Add negative keywords to block irrelevant searches.
Enhance Ad Relevance: Align your ad copy with common search phrases for higher click-through rates and better conversions.
Quick Comparison: Keywords vs. Customer Search Terms
Aspect | Keywords | Customer Search Terms |
Who Controls? | You (Advertiser) | Users (Customers) |
Scope | Defined by match type | Real-world customer input |
Optimization Role | Strategic campaign planning | Continuous refinement tool |
Why This Difference Matters for PPC Success
Understanding the distinction between keywords and customer search terms allows you to fine-tune your PPC strategy for better results and optimized ad spend. Here's how it can impact your campaign success:
Reduce Wasted Spend: By identifying irrelevant search terms, you can block them using negative keywords, ensuring your budget isn't wasted on unqualified clicks.
Discover New Opportunities: Search term reports reveal valuable keywords you may not have initially targeted, helping you expand your keyword list and reach new customer segments.
How to Use Search Terms to Improve Your PPC Campaigns
Leveraging search terms effectively can enhance your campaign performance by ensuring you target the right audience and avoid unnecessary costs. Here’s how:
Find New Keywords: Analyze search term reports to identify popular customer queries you hadn’t considered. Adding these terms to your keyword list helps you expand your reach and attract more relevant traffic.
Use Negative Keywords: Spot irrelevant search terms and add them as negative keywords to prevent your ads from showing up in unqualified searches. This helps lower costs and improves your campaign efficiency.
Optimize Ad Copy: Align your ad copy with common search terms to increase relevance. When customers see ads that match their exact search intent, it boosts click-through rates (CTR) and improves ad performance.
Tools to Track and Optimize Search Terms & Keywords
Using the right tools makes it easier to monitor, optimize, and refine your PPC campaigns. Here are some essential options:
Google Ads Search Term Report: This tool provides insights into which search terms triggered your ads, helping you spot trends, identify new keywords, and eliminate irrelevant traffic with negative keywords.
Amazon PPC Tools: Amazon offers built-in tools to monitor search terms and performance metrics, allowing you to adjust bids, optimize ad placement, and refine keyword targeting to maximize results.
Third-Party Tools: Platforms like Sellermate.ai streamline ad management by automating keyword optimization, tracking search term performance, and suggesting improvements for better ROI.
These tools empower you to continuously improve your campaigns by staying on top of search trends, customer behavior, and keyword performance.
Common Seller Challenges and Solutions
In the fast-paced world of PPC advertising, sellers often encounter challenges that can impact their campaign effectiveness. Here are two common issues and practical solutions:
Mismatch with Customer Intent: It’s not uncommon for ads to show for search terms that don’t align with your target audience’s needs. To address this, leverage search term data to realign your campaigns. Regularly review which search terms are triggering your ads and adjust your keyword targeting accordingly to ensure you’re reaching the right customers.
Unwanted Traffic: Ads can attract irrelevant clicks that drain your budget. To combat this, make it a habit to regularly update your negative keywords. By blocking terms that don’t convert, you’ll minimize wasted spend and focus your resources on high-quality traffic that leads to better results.
Conclusion
Understanding the difference between keywords and customer search terms is crucial for optimizing your PPC campaigns and driving better results. By utilizing the right tools and strategies, you can navigate common challenges effectively.
If you’re looking to simplify your PPC management and enhance your keyword optimization, consider booking a demo with Sellermate.ai today! Experience how our platform can transform your advertising strategy and improve your overall campaign performance.
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