Setting up your Google Ads Keyword Strategy

Picking out great keywords can be challenging, but it’s an important part of an overall successful Google Search campaign strategy. In this post, we discuss the different kinds of keywords you can use to target your audience.


Think like your customer

When it’s time to come up with the keywords for your Google ads, you’re going to want to think like your customer at the time their searching for your product. Also, take under consideration that you might have a sale going on you’d like to promote to them that requires it’s own campaign with it’s own keywords such as “couch discount” or “couch sale”. 

Explore your business objectives. Do you want more people to visit your website or to reach customers that are ready to make a purchase? You’ll need to formulate your keywords around the journey you want your customers to take. 


The different match types

If you’re trying to reach a wider audience, you’re going to need a broad match or broad match modifier. These allow for variations and misspellings of the search terms that you enter in any order if they appear in the user’s search terms. For example if you enter “bicycle” and the user searches for “blue bike”, you would still show up in the search engine because bicycle is a variation of bike. These are the most common type of search types. 

Now let’s look at more narrow searches–the phrase match and exact match. Phrase match can be useful when you are looking to target a specific brand of something such as “Comfy Couch” brand and you needed those to appear in order with no words in between, while still allowing words before an after. Exact match is just as a it sounds. The user must enter the exact search terms as they appear and really should be used sparingly as a keyword strategy.

The last match type is a negative match. This type is used when your broad match allows something to appear that you don’t want. Let’s say you don’t have any “sectional couches” in your inventory, you can add a negative keyword “sectional” so that you don’t appear in those searches.

At the end of the day, delivering an exhaustive list of keywords is nearly impossible, but understanding Google’s match types makes that effort a little easier. When you’re generating your own list, you can always reach out to us for questions–we’d be happy to help!

Check out our other article on how SEO is important to your Google Ads strategy:


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Learn how we can take your omni-channel programmatic campaigns to the next level.