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How to Choose the Right Keywords for Google Ads

How to Choose the Right Keywords for Google Ads

It can be a difficult task to decide on the right internet marketing technique for products or services as we are not always confident which will convert best. However, one thing is for sure – Google Ads, formerly known as Google AdWords, hold many benefits for their advertisers if the process is done correctly. One of the most critical steps to advertising on Google is finding the right keywords.

If you are in the phase of choosing keywords for your Google Ad then you probably already know by now what Google Ads are and how they work. Now, all you need to do is find the right keywords, and make the process easier. So here are some important things to keep in mind when choosing those keywords.


Choose Good Keywords or Phrases

Google rewards relevance and therefore it is essential that your keywords and phrases are particular and relevant to your business.

The keywords you choose should also be relevant to your ad copy and website copy. Your keywords should be able to take the user precisely to what they are looking for. This way, the user is already predisposed towards buying from you. Therefore make sure that your keywords are linked to your pay-per-click advert and that they match the words or phrases on your landing page or website exactly.

Keep your keywords as specific as possible, however, make sure to list some different variations. This includes different terms for your product or service as well as colloquial names, synonyms, singular and plural and alternative spellings or even miss-spelled words that are common.


Types of Keywords Not to Include

The last thing you want is irrelevant searches to trigger your ad, so it is important to remove the “bad” keywords. To ensure this does not happen, you can add a minus sign before a keyword to exclude it specifically.

For example, if you are a home renovation company who uses keyword phrases like “home renovation,” then it would be wise to add a minus sign to the word “book” to ensure that the term “home renovation book” doesn’t bring up your ad.

Avoid using generic keywords, which are usually in the form of single keywords. Phrases that consist of three words are more targeted. And under no circumstances use words that are not related to your ad because it can reflect negatively on your business.

Luckily, there is no need to add keywords on the list that describe the location or language that you’re targeting. For this, Google Ads will give you the option to choose what territories, countries, regions, cities or smaller catchment areas should be targeted.


Use Some Professional Help

The Google Keyword Planner can help you to expand your list of keywords. The tool is very straightforward and will provide you with some relevant and high ranking words when you submit a keyword or URL.

If you do not have the time to learn or practice the technique, you can always opt to hire experts in the Google Ads field. In some cases, it might be better to do it right the first time with the help of a professional, rather than wasting money through experimenting.



The right keywords will ensure that your pay-per-click ad is displayed to the right people looking for your products or services. This will increase your chances of winning a Google Ad Auction which can help you bring in many leads that convert.

Matt Jacob has been in the marketing business since 2008, working exclusively with roofers for more than 5 years now. He has come to know all the tricks of trade inside-out and he is committed to helping roofers by sharing some of the most important ones. Find out where your best opportunities lie, as well as which challenges lurk out there for roofers – all in his detailed blogs.

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