Search term, also referred to as a keyword or key phrase, is the actual text that a user types in the search engine query field. Search terms vary by their scope, relevance and importance. For example search term cars has a wider audience than pre-owned vehicles in Los Angeles, California. This however does not mean that search term cars is more preferential in every situation. For instance, it would be wiser for a used cars dealer focusing on local market only to target a more specific search term.Bidding on search terms is the primary advertising revenue for search engines. It is imperative to undertake proper field research and testing before committing to an internet marketing strategy and online advertising campaign. Use of tools, like expo-MAX Analytics, is crucial to understand your visitors' needs, assess their purchasing behavior and therefore properly address your marketing objectives.