A Google Analytics provide details about the keywords people use to find your website. The o Allows you to control how your keywords are matched to what people are searching for (thei that shows your ads when the keyword you are bidding on is included in the The actual term somebody used in a search engine before clicking through to your website. someone is using. For example, “gym membership” will match ‘gym membership, ‘chicago gym membership’ and ‘cheap gym membership’. Phrase match keywords will also include close variants of the keyword. Learn more about keyword match types.