Keyword Fundamentals
Keywords are the terms you bid on to trigger your ads. Selecting the right keywords determines who sees your ads and how much you pay per click.
Match Types
| Match Type | Syntax | Reach | Relevance |
|---|---|---|---|
| Broad Match | shoes | Highest | Lowest |
| Broad Match (Modified) | +running +shoes | High | Medium |
| Phrase Match | "running shoes" | Medium | High |
| Exact Match | [running shoes] | Lowest | Highest |
Keyword Research Process
- Brainstorm seed keywords: Start with your product/service names
- Use Keyword Planner: Google's Keyword Planner shows search volume and competition
- Analyze competitors: Use auction insights to see who you compete with
- Group by theme: Organize keywords into tightly-themed ad groups
- Add negative keywords: Exclude irrelevant search terms
Negative Keywords
Negative keywords prevent your ads from showing on irrelevant searches. They're essential for:
- Reducing wasted spend
- Improving CTR (by not showing to uninterested users)
- Improving Quality Score
Common negative keyword categories: free, cheap, jobs, download, how to, what is, vs
Keyword Quality Indicators
| Indicator | What to Look For |
|---|---|
| Search Volume | High enough to drive traffic, not so high it's too broad |
| Competition | Low-Medium competition = lower CPC |
| Relevance | Directly related to your product/service |
| Commercial Intent | "Buy," "price," "discount" signal purchase intent |
| Top of Page Bid | Lower = more affordable |
Best Practices
- Start with phrase match: Balance reach and relevance
- Use SKAGs sparingly: Single Keyword Ad Groups can be hard to manage at scale
- Review search terms weekly: Add new keywords and negatives from actual search data
- Align keywords with landing pages: Relevance improves Quality Score
Related: Keyword selection works best with a proper account structure and compelling text ad copy. For audience-based targeting, see search ad audience solutions.