The Difference Between Search Terms and Keywords in Google AdWords – and Why It Matters September 9, 2016 By Jason Rothman Leave a Comment Fairness reigns in pay per click (PPC) advertising: you never pay Google to run your ads unless someone actually clicks on one and visits your website (or clicks on a phone number in the ad and calls …Continue Reading about The Difference Between Search Terms and Keywords in Google AdWords – and Why It Matters →