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  • John Callanta

Creating a keyword strategy for Google Ads

Updated: Aug 13, 2023

Creating a keyword strategy for your Google Ads campaign is crucial for targeting the right audience and maximizing your ad performance. Here are the steps to creating an effective keyword strategy:

1. Identify your target audience

Before choosing keywords, it's important to understand who your target audience is and what they're searching for. Conduct market research, analyze your website traffic, and use tools like Google Analytics to gain insights into your audience's demographics, interests, and behavior.

2. Brainstorm relevant keywords

Once you have a good understanding of your target audience, start brainstorming a list of keywords that are relevant to your business, products or services. Think about the search terms your audience might use to find your offerings.

3. Use keyword research tools

To expand your list of keywords and identify high-performing ones, use keyword research tools such as Google's Keyword Planner or SEMrush. These tools will give you insights into the search volume, competition, and cost-per-click (CPC) of each keyword.

4. Group keywords into themes

Once you have a list of keywords, group them into themes or categories based on the search intent. This will help you create targeted ad groups and ad copy that match the intent of the search query.

5. Refine your keyword list

Refine your keyword list based on relevance, search volume, competition, and CPC. Eliminate irrelevant or low-performing keywords and focus on the ones that are most likely to drive conversions and meet your advertising goals.

6. Monitor and optimize your keyword performance

Once your ads are live, monitor your keyword performance regularly and make adjustments as needed. Use metrics like click-through rate (CTR), conversion rate, and cost-per-conversion to evaluate the effectiveness of your keywords and adjust your bids and ad copy accordingly.

Here are some additional tips for creating an effective keyword strategy for your Google Ads campaign:

Use long-tail keywords

Long-tail keywords are more specific and targeted than broad keywords and can help you reach a more qualified audience. For example, instead of targeting "running shoes," you could target "men's trail running shoes."

Use negative keywords

Negative keywords are keywords that you don't want your ads to show for. Use them to eliminate irrelevant or low-converting searches and save your budget for more relevant searches.

Consider match types

Match types determine how closely a search query must match your keyword for your ad to show. Use broad match for a wider reach, phrase match for more specific targeting, and exact match for the most precise targeting.


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