The "Match type" column tells you how closely the search terms that triggered your ads on Google are related to the actual keywords in your account. By seeing which match types are working well for which keywords and searches, you can refine match types for all your keywords so that only the right searches cause your ad to show. The "Keyword" column tells you which of your keywords matched someone’s search term and triggered your ad. This column does not show by default. To learn how to modify columns, skip to View the search terms report .