Keyword

A keyword that the advertiser sets is what triggers an advertisement to be shown once a person makes a search in Google. A common misconception is that it is only one word long. Not only can a keyword consist of many words, but it must contain more than one word for Grantees per the 2018 rules update.

Another misconception is that your keyword only triggers ads if it is exactly what a person types in the Google search. This is true when you have your keyword designated as “Exact Match,” but when you have it set up as “Phrase Match,” the user only needs to have the keyword included as a part of what they search. Even more expansive is “Broad Match,” which will trigger your advertisement if something similar to your keyword is searched.

It’s also important to note that a set keyword is only one requirement toward triggering your advertisement and it does not guarantee your advertisement will be shown for every search. I’m not going to get into everything that is required here, but one example of why your keyword may not be able to trigger an ad for a search is that your campaign’s budget has already been spent for the day.

Read Google’s definition.