Choosing the right keywords for Google Ads determines who sees your ads and what you pay per click. Too broad and you waste budget on irrelevant searches. Too narrow and you miss potential customers.
This guide covers keyword match types, how to use Google Keyword Planner, the role of negative keywords, and how to structure your keyword lists for best results.
Best practices to help you choose the right keywords for your Google Ads campaign
Choosing the right keywords for your Google Ads campaign is crucial to the success of your campaign. Keywords are the terms or phrases that users enter into search engines when looking for products or services that you offer. By targeting the right keywords, you can reach potential customers who are actively searching for what you have to offer. However, with millions of keywords to choose from, it can be overwhelming to determine which ones will be most effective for your campaign. Here are some best practises to help you choose the right keywords for your Google Ads campaign.
Understand your target audience
Before you can choose the right keywords, you need to understand your target audience. What are their needs and interests? What kind of language do they use when searching for your products or services? Understanding your target audience will help you determine which keywords will be most relevant to them.
Use keyword research tools
There are several keyword research tools available that can help you find the best keywords for your campaign. Google Keyword Planner is a free tool that can help you find keywords that are relevant to your business. It also provides data on search volume, competition, and potential cost per click for each keyword.
Use long-tail keywords
Long-tail keywords are longer phrases that are more specific to your products or services. They typically have lower search volume but a higher conversion rate. For example, “running shoes for women” is a long-tail keyword that is more specific than “running shoes.” Long-tail keywords are also less competitive and can help you reach a more targeted audience.
Use negative keywords
Negative keywords are words or phrases that you don’t want your ad to show up for. For example, if you are selling men’s running shoes, you might want to use “women” as a negative keyword so that your ad doesn’t show up when people search for “women’s running shoes.
Keep an eye on your competitors
See what keywords your competitors are using in their ads and try to include them in your own campaign. You can use tools like SEMrush to research your competitors’ keywords.
Use keyword match types
Google Ads allows you to specify match types for your keywords. There are four types of match types: broad match, phrase match, exact match, and modified broad match. Each match type has its own advantages and disadvantages and it is important to select the right match type for your campaign.
Continuously monitor your keywords
Continuously monitor your keywords to ensure they are still relevant and effective. Use Google Analytics to track which keywords are driving the most traffic and conversions, and adjust your campaign accordingly.
In summary, choosing the right keywords for your Google Ads campaign is essential to the success of your campaign. By understanding your target audience, using keyword research tools, targeting long-tail keywords, using negative keywords, keeping an eye on your competitors, using keyword match types and continuously monitoring your keywords, you can increase the chances of your ads being seen by the right audience and ultimately drive more conversions.
Our Google Ads management service includes keyword research and ongoing match-type refinement as standard. For guidance on who those keywords should be reaching, read our guide on how to target the right audience for your Google Ads campaign, and for the full platform overview see our guide on how Google Ads works. Once your keywords are in place, read our guide on writing effective ad text to pair them with compelling copy, and follow our walkthrough on setting up your Google Ads campaign.
