# Search terms

URL: https://storelift.net/glossary/search-terms/
Language: en
Updated: 2026-10-19

Search terms are what people actually typed into App Store search when your Apple Ads ad was shown. Keywords are what you bid on; search terms are the real searches that those keywords, broad match and Search Match ended up matching.

## Search terms vs keywords

With exact match, the search term is the keyword itself or a close variant of it, such as a plural or a misspelling. With broad match, one keyword can match many search terms: a broad keyword meditation can show your ad on "meditation for sleep" or "guided meditation app". Search Match goes further and matches your ad to searches automatically, without a keyword.

The search terms report lists each term with its impressions, taps, installs and spend. Apple Ads lists a search term on its own once it reaches a minimum volume; searches below that are reported together in one row.

## What to do with search terms

1. Promote the winners. A search term that brings installs at a good CPA (Tap) becomes an exact-match keyword with its own bid.
2. Block the waste. A search term that takes taps and brings no installs, or asks for a different product, becomes a negative keyword.
3. Feed ASO. A search term that converts well in ads is a candidate for your organic metadata — see paid search terms as ASO candidates.

Storelift's Apple Ads screens show this list under the same name, Search terms.

## A search terms example

A hypothetical sleep app bids on the broad keyword sleep sounds. Its search terms show "sleep sounds for baby" bringing installs at a low CPA (Tap), and "smart watch sleep tracker" taking taps with no installs. The first becomes an exact keyword with its own bid; the second, a search for a different product, becomes a negative keyword.

## FAQ

Q: What is the difference between a keyword and a search term in Apple Ads?
A: A keyword is what you bid on; a search term is what someone actually typed. With exact match they are the same; with broad match and Search Match one keyword can cover many search terms.

Q: Why are some search terms grouped together?
A: Apple Ads lists a search term on its own once it reaches a minimum volume. Searches below that volume are reported together in a single row.

Q: Can I bid on a search term directly?
A: Yes: add it as an exact-match keyword. From then on it has its own bid and its own row in your reports.