If you’ve been following along, you should by now know that there are these rather important things in paid search called keywords. They exist in ad groups (which in turn exist in campaigns), and they define what search terms you bid in.

Let’s stop here for a second and make sure we’re clear on the distinction between a keyword and a search term. A keyword is an entity that exists inside your account. A search term is something that a user types into a search engine. A keyword defines which search terms you bid on, but it’s not identical to a search term.