How to create & refine the perfect keywords list for your Google Ads campaign

How to create & refine the perfect keywords list for your Google Ads campaign

Google Ads can be extremely effective in gaining new business and more customers. You are able to capture potential clients who are searching for information about your products and services. Like all digital marketing techniques, the criteria list for a successful Google Ads campaign can be detailed, and there are always things you can do to improve it. You should start by building an effective list of keywords for your Google Ads campaign.

Using Google Ads is a way to drive traffic to your website by paying every time your ad is clicked. Google Ads is the most common Pay Per Click (PPC) platform, where you pay to compete for the top ad slots on Google’s Search Engine Results Pages (SERPs). As the name suggests, you pay a price per click of the links or keywords put into place.

People generally use Google (or other search engines) when they search for information about a product or place. Research shows that more than 67% of all searches made on Google are carried out by those that want to purchase, book or reserve a product or service. Being able to target these people directly is a great way to attract more sales and conversions!

In this blog post, we’ll give you some tips on how to create and refine the perfect keywords list for your Google Ads campaign.

Be specific with your keywords

When you create a list of keywords for Google Ads, you should always keep them relevant to your business and services as Google highly rewards relevancy. Since it is important to be specific when it comes to creating a keyword list, we advise you focus on a single product or service per ad group.

You should have a separate list of keywords that are relevant to each of your ad groups within your campaign. For example, we offer website, graphic and logo design so would have a separate ad group for each service, plus a different list of keywords for each.

Think like your customers

When creating a list of keywords for your campaign you should always put yourself in your customers’ shoes. If you were the one searching for your service what would you type into Google?

Your potential customers may write different terms during their search on Google, therefore we recommend you include potential variations in your keywords list. These may include the synonyms, product names, alternative spellings etc.

Imagine you’re a local plumber… people might search for “local plumber”, but they may also search for “plumber near me”. You’ll want your ads to show for both of these search terms, so need to make sure you include them in your keyword list.

Include negative keywords

Negative keywords allow you to define the words that you don’t want your ads to be displayed for. This enables your ads to reach the most relevant customers to your business. For instance, if you were a car mechanic and included the negative keyword “-motorbike” in your list, your ads wouldn’t show in the results for “motorbike mechanic”.

It is important to choose negative keywords that you don’t want to gain clicks for, so that your ad is not shown if these words are used in the search term. In many cases, words like “free” or “cheap” don’t match the aim of your campaign, and avoiding clicks from visitors that are looking for something free would be paramount if what you are focusing on is premium products or services.

How we can help

We can help in this process by creating your Google Ads campaign and work through the keywords list with you, using our knowledge to create a solid list of keywords that will help increase conversions for your business.

Let's all get creative together

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