# Google Ads now shows two search terms match type columns. Here is the difference

> Google Ads now offers two similar match type columns for search terms. Google's Ads Liaison explained the difference on 8 November 2026. What to pick.
- **Author**: Marxx
- **Published**: 2026-11-10
- **Category**: Google
- **URL**: https://marxx.ai/library-news/google-ads-two-search-terms-match-type-columns

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Advertisers spotted two columns named almost the same in Google Ads on **8 November 2026**: "Search terms match type" and "Search terms match type (Keywords)". Google's Ads Liaison explained that they pull from different tabs. Pick the one that matches the tab you read.

## What we know

- **Confirmed by Google's Ads Liaison:** Ginny Marvin explained the two columns on X, as reported by [PPC News Feed](https://ppcnewsfeed.com/ppc-news/2026-11/google-ads-displays-two-search-terms-match-type/) on 8 November (checked 10 Nov 2026).
- **Spotted by:** Mike Ryan, and covered by Barry Schwartz at [Search Engine Land](https://searchengineland.com/google-ads-search-terms-match-type-vs-search-terms-match-type-keywords-500665).
- **No help page:** we found no Google help page for the change.
- **Known limit:** per PPC News Feed, you may need to add the "Search term" column to use all match types in Report Editor. Google says it is fixing this.

| Column | Matches |
|---|---|
| Search terms match type (Keywords) | The segment in the Keywords tab |
| Search terms match type | The Match type column in the Search terms tab |

## What it means for your ad account

If you build a custom report or a script that reads match type, two near-identical names are easy to mix up. A wrong pick can show the keyword's match type when you wanted the one the search used. Broad and AI-led campaigns, such as [AI Max for Search](/glossary/ai-max-for-search), make that gap larger.

## What to do this week

1. **Open your saved search terms reports** and check which column they use.
2. **Pick the Keywords version** only when you read from the Keywords tab.
3. **Add the "Search term" column** if Report Editor hides a match type.
4. **Note the date** on any report you changed, so old and new numbers do not get mixed.
5. **Re-check** any alert or script that filters on match type, as in our [Google Ads alerts in Slack guide](/guides/how-to-set-up-google-ads-alerts-in-slack).

## FAQ

### Did Google announce this?

Not on a help page that we found. Google's Ads Liaison explained it on X.

### Which column should I use?

Use the one named like the tab you are in. Keywords tab: the "(Keywords)" version. Search terms tab: the plain one.

### Does this change my spend?

No. It changes reporting names, not bidding.

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