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What do you call words or phrases that trigger ads when they match a customers search query?

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What do you call words or phrases that trigger ads when they match a customers search query?

A)  Keywords

B)  Targeting criteria

C)  Ad group

D)  None of the above

Answer - Keywords
GA
Gaurav Arora, Digital Media Lead. 10+ years running paid media and tracking for brands in the USA, UK and Canada.