How to Build a Keyword List For Google Ads

Keyword selection for Google Ads can make a huge difference when it comes to your customers seeing your ads. It’s important to ensure that keywords represent the terms that these customers would most likely search when looking for the products or services that you sell.  

Here are some tips to ensure that you are displaying the correct keywords to your target audience: 

1. Think Like a Customer  

When you are creating your list of keywords, write down a list of the main categories that your business sells and then write terms or phrases that that might fall into these. You should also include any terms or phrases that you think your customers would use to describe your business.  

For example, if you sell women’s clothing you may like to include keyword terms such as women’s dresses or women’s shorts. You can then expand on this and include your brand and product names that your customers may be searching.  

2. Use Specific Keywords for Specific Customers 

Using specific keywords means that you will be targeting customers that are interested in a specific product. Utilising targeted keywords means that you will only display to customers that are after exactly what you are selling. However, it is important to remember that if your keywords are too specific you may not reach as many customers as you would like to!  

For example, you may like to use the term ‘women’s formal dress’ or ‘women’s midi dress.’ 

3. General Keywords  

If your goal is to reach a larger audience, using more general keywords might work best for you! It is important to consider however that you may find it harder to reach potential customers as your ad may show for people that are not necessarily interested in your products. General keywords are most often more competitive and therefore require you to have a higher bid amount. No matter how general your keywords are, however, they should still be relevant to your website.  

For example, you could use a keyword such as ‘clothing Brisbane’ or ‘fashion Brisbane.’ This will allow for your ad to be displayed to a large group of people searching for anything clothing related.  

4. Utilise Ad Groups  

Utilise ad groups by grouping your keywords together to show them to your potential customers. Your ad groups should be based on your products or services.  

For example, you might create 1 ad group for women's dresses and one for women’s shorts. The first ad group may include women’s formal dresses and formal gowns whilst the other may include women’s denim shorts and women’s active shorts. Therefore, your customers will only see the relevant ads for their desired clothing items.  

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