Building Out Keyword Lists (WordStream, Google & More)

Building Out Keyword Lists
Now that you understand the importance of relevant keywords, here are some good tips for building the most comprehensive keyword list for your AdWords campaigns:

  • Think like your customer. Make note of the main categories of your business and key terms and phrases that might fall under each. Think of terms or phrases your customers might use to describe your products or services.
  • Choose more general or specific keywords depending on your goal. Select specific keywords that are directly tied to the theme of your ad. More specific keywords means your ad will only appear for terms that apply directly to your business. However, keep in mind that if your keywords are too specific, you may not reach as many people as you’d like.
  • Group similar keywords into themes based on your products, services or other categories. This will help Google show more relevant ads to potential customers and keep your account organized.
  • Select the right number of keywords. Generally speaking, you should have roughly five to 20 keywords per ad group, although you can add more than 20 keywords in an ad group. Remember to group your keywords into themes, and don’t waste time including variations (misspellings, plurals etc.) of your keywords in the broad match type groups. Keywords with two or three words tend to be most effective.
  • Use the Google AdWords Keyword Tool to identify new keywords. Use the Keywords Tool to get inspiration. This valuable tool can also show you how often people searched for those keywords, helping you choose the best keywords with less guesswork.
  • Create negative keyword lists. Add negative keyword lists to prevent your ad from firing for terms that are irrelevant to your product or service, and to appear only for the search terms you specify. Adding negative keywords can also reduce costs and improve click-through rate (CTR). Wordstream is a free tool that will help you discover potential negative keywords. This tool identifies words that appear most often with your keywords. For an even more targeted campaign, learn how exact match negative lists improve your AdWords campaigns.
  • Use the SQR to further refine & improve your keyword list. The search query report tells you what people were searching for when they saw your ad, and can help you identify poorly performing keywords or add new keywords. It can also help you find negative keywords.
  • Utilize keyword match types. Using keyword match types gives you greater control over who sees your ad. Remember to organize your ad groups by keyword match types and themes.

Building Out Keyword Lists (WordStream, Google & More)
Next, learn how to Creating Great Ads.