Search feeds · also called related searches, search suggestions, keyword buttons
Related search terms
Related search terms are clickable search suggestions shown on a page, each of which opens a results page of ads for that phrase.
Related search terms are the buttons or links a visitor sees on an arbitrage page, such as "Compare broadband deals" or "Senior phone plans". Each one is a ready-made search. Clicking it takes the visitor to a results page for that phrase, where the sponsored listings appear.
In Google's system these are produced by a related search unit. On a search results page the terms relate to the query; on an article they relate to the page's content (Related Search on Content). Google generates terms itself and validates them for relevance and user engagement. A publisher can also propose terms with the terms parameter, and can limit term length or the number shown. Google's parameter guide says a unit shows at least three terms unless related searches are turned off.
Policy treats these terms carefully because they steer what the visitor searches for. The term sent to Google must be exactly the one the visitor clicked, without alteration. Suggested terms must not be built to trigger particular high-paying ads or to target people by sensitive characteristics. Abuse of term suggestions is the practice this glossary files under keyword stuffing.
An example
Under an article about moving house, a unit shows "Removal company quotes", "Storage units near me" and "Van hire prices". Each is a related search term.
Related terms
Related Search on Content (RSOC)
Related Search on Content is a Google AdSense for Search feature that shows search suggestions on an article, each leading to an ad-carrying results page on the same site.
Terms parameter
The terms parameter is an optional field in a Google related search request where the publisher lists its own suggested search terms, separated by commas.
Forced keywords
Forced keywords are search terms chosen by the publisher, not typed by the visitor, and passed to the search feed to shape which related searches or ads appear.
Keyword
A keyword is the word or phrase that triggers search ads, either typed by a person or passed to the search feed by a web page.
Lander CTR (keyword click rate)
Lander CTR is the share of landing-page visitors who click a keyword or related search term, taking them on to the page that shows search ads.
Keyword lander (keyword block page)
A keyword lander is a landing page made mostly of clickable keyword buttons, each leading to a results page of search ads.
Sources: Google AdSense Help: Related search for your content pages, Google AdSense Help: AFS Product-Integrated Feature policies, Google AdSense Help: Search ads parameter descriptions