Selecting the right keyword list for your campaign can help you show your ads to the customers you want, when you want. Remember that the keywords you come up with ultimately have to match those that will come from your potential customers, so below are some tips that can help you build an effective keyword list.
Basic Tips
1. Think like a customer when you create your initial list.
Write down the main categories of your business and the terms or phrases that might fall under each of those categories. Include terms or phrases your customers would use to describe your products or services.
For example, if you're selling athletic footwear, you might start off with some basic categories that customers would use, like "men's sports shoes." You can also add "men's sneakers," or “men’s tennis shoes,” if you find out these are commonly used terms for your product. Expand your list further by including your brand and product names.
2. Group similar keywords.
Try grouping your keywords into themes. These themes can be based on your products, services, or other categories. For example, if you sell electronics, you can have a group of keywords for "cameras" and another group of keywords for "televisions." Then you can create separate ad groups for these groups of keywords and have specific ads for "cameras" and specific ads for "televisions."
3. Pick the right number of keywords.
Most advertisers find it useful to have somewhere between 5 and 20 keywords per ad group. If you use broad match type, as opposed to phrase match or exact match, you don't need to include other variations of your keywords, like possible misspellings, plural versions, uppercase or lowercase, etc.
4. Select more general or specific keywords depending on your goal.
Choose general keywords if you'd like your ad to be eligible to appear for a large number of search terms. A large shoe retail store would choose a general keyword like "shoes." However, in most cases, adding very general keywords might make it difficult to reach potential customers because your ad might appear for searches that aren't always related to your business. Also, more general keywords can be more competitive and may require higher bid amounts.
To reach users more effectively, select more specific keywords that directly relate to your ad's theme. But keep in mind that if the keywords are too specific, you might not be able to reach as many users as you'd like. If you sell specialized shoes, for example, using a specific keyword would mean your ad only appears for keywords that apply to your business.
Keep in mind, though, that if the keywords are too specific, you might not be able to reach as many users as you'd like. You can try testing out more and less specific keywords and then decide which ones give you better results.
No matter how general or specific your keywords are, they should always be as relevant to your ads and website as possible.
Posted by Georgios Fanis - Google AdWords MENA
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