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Basic tips for building a keyword list

Views:0     Author:Site Editor     Publish Time: 2016-06-28      Origin:Site Inquire

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.

When creating a list, think about which keywords they will use from the customer’s perspective

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 sell men's sports shoes, you can start with some basic categories that customers may use, such as \"men's sports shoes\". You can also add \"Men’s Running Shoes\" and \"Men’s Tennis Shoes\" (if you find these words are often used to describe your products). Add your brand name and product name to further expand your list.

Choose specific keywords for specific customers

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 sell men's sports shoes, you can choose a certain type of shoes you supply as specific keywords (such as \"men’s basketball shoes\"). This way, when users search for basketball shoes or visit basketball-related websites, your ads may show.

Choose broad keywords to reach more 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.


If you run a large shoe store, you can choose broad keywords like \"shoes\". For this example, your ads will show when users search for a variety of shoes or visit fashion websites.

Group similar keywords by ad group

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\".


If you have a shoe store, you can create two ad groups: one for running shoes and one for high heels. In the ad group about running shoes, you can include keywords like \"running shoes\", \"running shoes\". In the ad group about high heels, you can add keywords like \"high heels\" and \"dress shoes\".

This way, when potential customers search for \"\"heels\", they may see your high-heeled shoes ad, but they won't see the ad when they search for \"\"running shoes\".

Choose the right number of keywords

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.


If your ad group containsBroad matchThe keyword \"tennis shoes\", when the user searches for the keyword or any variation of the keyword (such as \"buy tennis shoes\", \"running shoes\" or \"tennis shoes\") , Your ads may show.

Choose keywords related to the website or app the customer is viewing

Display NetworkAbove, 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.


Let’s say you create a keyword list that contains some words related to boots. Then, the keywords in the list can be used to target websites related to boots. You can also exclude words like \"Sledding\" and \"Snowboard\" to prevent your ads from showing on winter sports-related websites.

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