Choose the KeywordsKeywords are the Most important part of your campaign. You will use them to target specific consumer needs and to get into the heads and the thought processes of your customers. They will show you how people are searching for your products or services so you can address their needs and create ads and content that will attract the clicks you need to succeed.
When you add your keywords to your campaign, you should start by using all your available resources and tools to brainstorm as many different keywords words as you can that may relate to your products or services. Don’t hesitate to put even lightly related keywords on this list because it can be trimmed back down, later.
Once you’ve got a good list, you can start moving them into ad groups, based on the topics they cover. This way you can write ads based on that group rather than separate ads for every single keyword.
A lot of those keywords really won’t fit anywhere. This is why you need to refine your list to get the most value. You don’t need every single keyword, and you can always add more to the list later as you see what works and what doesn’t.
Should you use Broad or Exact Keywords?
You can also use different forms or types of keywords matching to allow your keywords to appear for terms that are similar – thus broadening your reach – or you can set it to only appear for an exact match, to keep your efforts highly specific.
Watch out an be careful. The general keywords may look like they get a ton of traffic, but that might not be what you need. If you target “cars,” you may see a lot of broad matches, but you probably aren’t going to get anyone who wants to buy your eco-friendly hybrid cars. On the other hand, “red eco friendly hybrid cars with four wheel drive” might be going a bit too far the other way, so those types of keywords might not be that helpful either. Alot of times there is some trial an Error involved in finding out whats gonna work the best.