Choosing your keywords is the most critical part of your Google AdWords campaign. If you choose the wrong keywords it could result in wasted budget and little to no return on investment.

The keywords you bid on determines when your ads will show on Google. So you need to consider your keywords very carefully.

Here are some tips to help choose your keywords:

When selecting your keywords, step out of the role of the business owner and think about your customers. If they had to search for your product / service what do you think they would type into Google. And remember clients may not have the same industry knowledge as you, so think of the simple ways people could search for your service/ product as well.

Google has a great tool which lets you plan your keywords for your AdWords campaign. You can choose keywords that relate your business and you can see how popular this keyword is. The keyword planner lets you see how many monthly searches a keyword has, its average cost per clicks and estimated daily clicks, impressions and position. You can then determine what keywords you can choose to fit your budget and goal.

There are four different keyword match types you can choose from:

  1. Broad
  2. Broad Match Modifier
  3. Phrase
  4. Exact

You need to be careful of which match type you choose when you bid on your keywords.  Choosing a match type without understanding how it works can cause your campaign to perform badly. Follow this link on Google to understand the different keyword match types and how they work.

*tip: using broad match type will result in high click volumes, but the search relevancy may be low as it shows for synonyms and related searches. So you need to make sure you follow tip 4 (below) if you choose broad as your match type.

The final tip to choosing your keywords is also to consider which keywords you DON’T want to bid on. For example if you sell women’s hats, and you don’t sell men’s hats. You would want to add “men” as a negative keyword, so to avoid wasting budget on a search that does not relate to your business.

Once you have a good list of keywords that you know have searches and the cost suit’s your budget. You can start writing your ad copy. We will go into this in our week 4 blog: How to write ads to Google best practices.

If you need help with choosing your keywords, or just need some advice. Contact us at We would love to help!