Choosing the right keyword list for your campaign can help you show your ads to the right customers. Your keywords should match the words that potential customers may use when searching for your products or services.
This article describes some basic methods for building a good keyword list.
Write down your main business categories and the words or phrases that each category may involve. Include the words or phrases your customers may use when describing your products or services.
If you want to target customers who are interested in specific products, please choose more specific keywords that are directly related to your advertising theme. Using more specific keywords means that your ads will only show on words that are relevant to your business. But be aware that if the keywords are too specific, you may not reach a sufficient number of users.
If you want to reach as many users as possible, you can choose broader keywords. Please note that if you add keywords that are too broad, it may be difficult to attract potential customers, because your ads may also appear when users search for content that is not relevant to your business. In addition, the broader the keywords, the more intense the competition may be, which may require higher bid amounts.
Test keywords of different broadness levels to see which perform better. Regardless of how broad the keywords are, they must be relevant to your ad or website. However, Google only displays one ad for a specific keyword for each advertiser, so you should avoid using duplicate keywords in your account.
To show potential customers more relevant ads, try putting keywords and ads into different ad groups by product, service, or other category.
Conversely, if you add all keywords and ads to an ad group, then when users search for \"\"women's high heels\", they may see ads about \"men's tennis shoes\".
We recommend 5 to 20 keywords per ad group. However, you can also use more than 20 keywords in the ad group as needed. Remember, the keywords contained in each ad group should be directly related to the theme of that ad group.
Your keywords will automatically match their variations, such as possible misspellings or plural forms. So you don’t need to add these variations as keywords.
在Above, keywords can trigger ads to show on relevant websites or apps. Please choose keywords that are related to each other and related to the content your customers are viewing.
For apps, AdWords can expand the scope of keywords to match your ads with more relevant search terms.
Because we use your keywords to match ads to relevant sites, all keywords used in Display Network campaigns are considered broad match. You can optimize certain keywords by excluding certain keywords from ad groups that target the Display Network.