Forced keywords

"Forced keywords" is trade slang for telling the feed which terms to use. Instead of leaving the search engine to pick suggestions, the publisher supplies its own list so the visitor sees terms that match the campaign.

On Google the official route is the terms parameter, and Google's policies call the result "partner-provided terms". The word "forced" overstates it: Google's documentation says it may or may not use the supplied terms.

Used properly, this is sensible. If an ad and article are about hearing aids, suggesting hearing-aid searches keeps the journey coherent. Google permits it under conditions. Terms must not contain prohibited content, must not target people by demographic or other shared attributes, and must not be designed to produce particular ads, such as those with a high cost per click, or to inflate impressions. Supplying terms also triggers the duty to send referrerAdCreative.

Used improperly, it steers visitors to whatever pays most regardless of what they came for. That abuse is described under keyword stuffing. The sign of trouble is a gap between what the ad promised and the keywords offered.

An example

An article about hearing loss suggests "hearing aid prices". That is a relevant partner-provided term. The same article suggesting "mesothelioma lawyers" because it pays more would be the abuse the policy targets.