Targeting: Google Search

How keyword targeting works in our Platform

When you build a Google Search campaign, our Platform's AI generates a set of keyword groups based on your brand context and campaign objective. These appear as pre-built groups in a dropdown — you select the ones most relevant to your campaign and they're added as your targeting.

You can use one group or several. Each group contains a curated set of related keywords that signal strong commercial intent for your product or service category.

Match types

All three Google match types are available in our Platform:

• Broad match — your ads can show for searches related to your keyword, including synonyms and variations
• Phrase match — your ads show for searches that include the meaning of your keyword
• Exact match — your ads show only for searches that match your keyword closely

By default, our Platform applies phrase+exact match types to the keywords in your selected groups as recommended by Google. You can customise this — for example, switching to exact match only for a tighter, more controlled campaign.

Negative keywords

Negative keywords prevent your ads from showing for irrelevant searches. The negative keywords toggle is available in the targeting panel — enable it to add terms you want to exclude. For example, if you're a paid fitness app, you might add "free" as a negative keyword to avoid showing ads to people looking for free alternatives.

Update ad copy with keywords

After selecting your keyword groups, you'll see an option to update your ad copy with keywords. This rewrites your headlines and descriptions to include the selected keywords, which improves relevance scores and Quality Score in Google's auction. It's a recommended step for most search campaigns.

Location targeting

You can target by country, city, or a specific radius around an address. Radius targeting is useful for local service businesses — for example, targeting anyone within 15 miles of your physical location. Set the radius unit (miles or kilometres) and address in the location field.

Language targeting

A language toggle in the targeting panel lets you restrict your ads to users whose Google interface is set to a specific language. This is useful when running campaigns in multilingual markets and you want to ensure your ads only reach people browsing in the right language.

Common issues

My keyword groups don't feel relevant to my business

The AI generates keyword groups based on your product and brand context. If the suggestions are off, check that your Brand Context has an accurate business description, URL, and product/service details — the AI uses this to generate keywords. You can also use the Keyword Explorer link to find specific terms and add them manually.

My ads aren't spending

Low spend on Search campaigns is often a sign that your keywords have low search volume or are too narrowly matched. Try switching from exact match to phrase or broad match to widen the eligible search pool, or add additional keyword groups that cover related search intent.

I'm getting clicks from irrelevant searches

Add those search terms as negative keywords. You can review actual search terms that triggered your ads in the Charts reports within the Optimization and Insights tab and exclude irrelevant terms.