Build Your Keyword List With These Step-By-Step Instructions.

VMPlus keywords training.

Selecting the right keyword list for your ad campaign will help show your ads to the right customers. The keywords you use must match words and terms people will use to find your website and its products, services and articles.


Keep your customer in mind when creating your list

First write down the main categories of your website. Next write down the terms or phrases that might fall under each of those categories. What terms or phrases will your customers use to describe your websites products, services, articles etc.

If you sell men’s 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,” and “men’s tennis shoes,” if you find out these are commonly used terms for your products. Expand your list further by including your brand and product names.


Choose keywords that attract specific customers and visitors

For a particular product or service, select specific keywords that directly relate to your ad’s idea or intent. You want to target customers who may be interested in a particular product. Using more specific keywords would mean that your ad only appears for terms that apply to your website and business. However remember that if the keywords are too specific, you might not be able to reach as many people as you’d like.

If you sell men’s athletic footwear, you might choose specific keywords like “men’s basketball shoes,” a type of shoe you offer. That way, for example, your ad would be eligible to appear when someone searches for these types of shoes or visits a website about basketball.


Choose more general keywords to reach more people

To reach a larger audience, you should then choose more general keywords. However this is important: You might find it harder to reach potential customers with your ad when using very general keywords because your ad could appear for searches that aren’t always related to your business or website. And more general keywords can be more competitive and may require higher bid amounts.

Test these general keywords so you can choose which ones give you better results. No matter how general your keywords are, they should always be relevant to your ads and website. However, you should avoid using duplicate keywords in your account because Google shows only one ad per advertiser on a particular keyword.

If you’re a large shoe store, you might choose a general keyword like “shoes.” That way, for example, your ad would be eligible to appear when someone searches for a wide variety of shoes or visits websites about fashion.


Group similar keywords into ad groups

To show more relevant ads to potential customers, group your keywords and ads into ad groups based on your products, services, or other categories.

If instead you add all your keywords and ads to one ad group, a customer searching for “women’s evening shoes” may see your ad about “men’s tennis shoes.”

Learn more about creating a new ad group.


If you own a shoe store, you might create 2 ad groups: 1 for running shoes and 1 for evening shoes. Your ad group for running shoes could include ads with keywords like “running shoes” and “running sneakers.” Your ad group for evening shoes could include keywords like “evening shoes” and “dress shoes.”
That way, potential customers could see your ad about evening shoes when they search for “evening shoes”—not when they search for “running shoes.”


Use the right number of keywords

How many keywords do I need?
How do you know the “Correct” number of keywords to use?

Google for example recommends 5 – 20 keywords per Ad Group. Although, you can have more than 20 keywords in a Google Ad Group ad group if you want. Remember, each Ad group should contain keywords that directly relate to that group’s idea or theme.

The keywords in most ads will automatically match variations such as possible misspellings or plural versions. So you don’t need to add those.

If your ad group contained the broad match type keyword “tennis shoes,” then your ad would be eligible to appear when someone searched for that keyword or any variation of the keyword such as “buy tennis shoes,” “running shoes,” or “tennis sneakers.”


The keywords you choose should relate to the websites pages and apps your customers will see

Choose keywords that are related to the content your customers will browse when clicking on your ad. So your Landing Pages should have content at least generally in line with your ad keywords. Better yet, what your customer will see when clicking your ad will Directly Relate to the keyword(s). If not then your ads will rank lower on most if not all paid search platforms.

Imagine you create a keyword list that includes terms related to boots. Websites about boots would be targeted by the keywords on your list. You could also exclude the terms “ski” and “snowboard” to prevent your ads from appearing on sites about winter sports.


Keywords and phrases should be highly specific and relevant to your website and your business. Google rewards relevance. Google rewards quality. It’s not just about paying to get to the top of the list. So your keywords should tie in directly with your Ad and with your website when your customer “Clicks”.

Google Adwords and other paid search campaigns can propel your business onto the front page of a person’s search results. That is why it is so important to select the right keyword list for your paid ad campaign.

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