After setting your advertising goals, the next step is to build out your keywords. This can sometimes be daunting, especially if you're just beginning, but here are four steps to start creating an effective keyword list:
- Expand your keyword list to include as many relevant words as possible.
- Target the keyword list by using keyword matching options.
- Scrub or refine the keyword list.
- Group the keywords in thematic clusters to be paired with different ads.
Step 1: Expand
First, review your site content to identify which keywords (word
combinations and phrases) describe the main categories of your business. Write
down every relevant keyword under each category you find. Expand the list by
including all of your brand and product names as well as plurals and synonyms
for each word or phrase on your initial list. Also, remember to think like your
customers. How might your customers ask for your product or service? (Don't
worry about capitalization — our system is not case-sensitive.)
If you're still looking for more keywords after your own brainstorming, try out our Keyword Tool.
Step 2: Target
Now it's time to target your keywords using Google's keyword
matching options. These enable you to pin point ad delivery so your ads reach
people precisely when they are searching for what you have to offer. You can
choose to designate each of your keywords as a broad, phrase, exact or negative
match. Each type of match provides a varying degree of exposure.
For example, a broad-matched keyword will allow your ad to appear on your keyword as well as variations and synonyms of that keyword that the AdWords system identifies as relevant. However, a negative-matched keyword will never trigger your ad. Decide which of your keywords you would like to place where along this spectrum.
Step 3: Scrub
After creating, expanding, and targeting your list of keywords,
it's time to refine it. To do this, review your list and make sure you're satisfied
with what you've come up with. Eliminate any keywords that may be irrelevant.
Step 4: Group
You've already created different 'buckets' for your words based
on your product lines. Now it's time to do even more refined and granular grouping
into thematic categories, which are called ad groups. Organizing and grouping
keywords is crucial because you'll need to write ad copy targeted to each group.
