I don’t understand why the keywords I’ve added my campaign are different  from the ones in the Search Term Report

AdWords will match words it thinks are similar and occasionally (in fact often) gets it wrong. Be aware that there’s two kinds of ‘keywords’ inside AdWords:

  • Keywords: The ones you want to target.
    These are the terms you’ve added into your campaign.
  • Search Terms: These are the actual searches that have triggered your ads to be displayed.
    These are displayed as follows: Dimensions tab | View dropdown | Search Terms

Tuning Tip: Check your Search Terms regularly and add negative keywords to prevent your ads from displaying for these terms again and again.

Tuning Tip: Using keyword matching options to ensure you target the specific terms you need  

Posted in: AdWords