Keywords are the foundation of every successful Google Ads campaign.
They connect your ads with the people who are actively searching for your product or service.
Choose the right ones — and you’ll attract high-intent clicks that convert.
Choose the wrong ones — and your budget will disappear fast on irrelevant traffic.
What Are Keywords in Google Ads?
Keywords are the search terms that trigger your ads when users type related queries into Google.
For example, if you sell women’s leather shoes, your keywords could include:
- “buy leather heels”
- “women’s ankle boots”
- “leather sandals online”
But not all keywords are created equal. Understanding match types is the first step to targeting the right audience.
Keyword Match Types Explained
Google Ads lets you choose how closely a user’s search query must match your keyword before showing your ad.
Here’s a simple breakdown:
| Match Type | Example | Your Ad Shows For |
|---|---|---|
| Broad Match | running shoes | “best shoes for running”, “buy sneakers online” |
| Phrase Match | “running shoes” | “cheap running shoes”, “running shoes for men” |
| Exact Match | [running shoes] | Only “running shoes” or very close variants |
How to Choose the Right Reywords in Google Ads
💡 Pro Tip: Start with Phrase Match or Exact Match to maintain control. Broad Match can be powerful — but only when combined with strong negative keywords and enough conversion data.
How to Find Winning Keywords
Forget guessing. Use free keyword research tools to discover what real people are searching for.
🔸 Google Keyword Planner
Go to Tools & Settings → Planning → Keyword Planner.
Enter your product or service, and you’ll see keyword suggestions, search volume, and competition level.
🔸 Search Terms Report
Once your campaign is live, review this report to see the exact phrases users typed before seeing your ad.
This is pure gold for refining your keyword list and uncovering new opportunities.
Understand Search Intent
Not all searches mean the same thing. Keywords should always match the user’s intent.
Here are the main types:
| Intent | Example | Best For |
|---|---|---|
| Commercial | “buy wireless headphones” | Sales campaigns |
| Transactional | “get life insurance quote” | Lead generation |
| Navigational | “Nike store near me” | Local campaigns |
| Informational | “what is PPC advertising” | Awareness or remarketing |
👉 Focus on high-intent keywords — those that signal a user is ready to take action.
How to Structure Your Keywords
Don’t dump 50 random keywords into one ad group.
Instead, create tight, themed ad groups so your ad copy matches the search intent perfectly.
Example structure:
Campaign: Running Shoes
- Ad Group 1: “buy running shoes”
- Ad Group 2: “men’s running shoes”
- Ad Group 3: “best trail running shoes”
Each ad group should have:
- Focused keywords
- Tailored ad copy
- A relevant landing page
This setup improves your Quality Score, lowers CPC, and boosts conversions.
Don’t Forget Negative Keywords
Negative keywords are just as important as positive ones — they prevent your ads from showing to irrelevant audiences.
Examples:
-free→ if you don’t offer free products-jobs→ if you’re not hiring-cheap→ if your brand is premium
Review your Search Terms Report weekly to add new negatives and keep your traffic clean.
Want to Go Deeper Into Google Ads?
The Google Ads Playbook — “No Fluff. Just Juice.”
This post is just a short excerpt from my complete guide —
“Campaigns and Goals”, where I walk you step-by-step through building profitable Google Ads campaigns.
You’ll learn how to:
- create effective ad structures;
- optimize bids and conversions;
- organize campaigns for maximum ROI;
- and use data-driven keyword strategies that actually work.
