Want To Know How We Research High-Performing Keywords for Your Campaigns?

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Written by Organised Pixels

April 7, 2023

One of the very first steps to creating a Google Ads campaign is finding the right keywords. This could be finding high-performing keywords relevant to your industry, and also searching for those keywords with low cost per click in order to be profitable.

We will first create a list with common words for your product or service. Ideally you could provide a list of up to 30 keywords or search terms you would like us to use. The next step will be to the Google Keyword planner to research those terms and find similar search terms that we can use in our campaigns.

Intent first

We need to identify the user’s intent and target the right keywords to meet these goals. Understanding how your target customer will be searching for your product is important to your business goals.

The keywords “leather jacket” or “brown leather jacket” show very different intent than “buy leather jacket near me”. Which one do you think has more intent? When someone types “buy leather jacket near me” into the Google.com search bar, they definitely have some intention of buying a leather jacket. These are the lower funnel search terms we go for when starting a campaign. Once there is enough data, we move up the funnel and then focus on awareness.


Choosing the ideal keyword match type


This is how Google explains the different match types:

Broad match:
Ads may show on searches that are related to your keyword, which can include searches that don’t contain the direct meaning of your keywords.

Phrase match:
Ads may show on searches that include the meaning of your keyword. The meaning of the keyword can be implied, and user searches can be a more specific form of the meaning.

Exact match:
Ads may show on searches that have the same meaning or same intent as the keyword. Of the 3 keyword matching options, exact match gives you the most control over who views your ad, but reaches fewer searches than both phrase and broad match.

Using the Google Ads Keyword Planner


We will use “jackets” for this example. Firstly, we need to identify where we are sending this traffic. Which website or landing page? If we are targeting “leather jackets”, we will create an ad group for only leather jackets and group these keywords in a separate ad group.

We could use your website and let Google crawl your website for relevant keywords. We prefer to type in our own keywords to be more targeted. Now let’s enter our keywords (limited to 10 at a time) and the Google Ads Keyword Planner will give us a bunch of suggestions that we can target.


Now we can see Google gave us just over 22,000 keyword suggestions. They also split them up with keywords we have supplied and their relevant keyword ideas. We can split these keywords into their own relevant ad group. We only need to target up to 10 keywords per ad group. It’s not necessary to target hundreds of keywords like in the past. These days the phrase match type helps a lot with finding similar relevant search terms.


Here we can see the average monthly searches, impression share, and the cost per click for each keyword. If we want to dive deeper into the data and expected performance for these keywords, we can create a new keyword plan using the Google Ads forecast tool.

What this tool does is, it takes the keywords we have added and gives us a forecast of what could be
expected over a certain period of time.


Creating the ad groups


Let’s say we have a landing page for “leather jackets”. Create an ad group for leather jackets, target the “leather jacket” phrase match keyword and create at least 3 ads that promote your leather jackets to send traffic to you leather jacket landing page.


Excluding search terms with negative keywords


We use negative keywords to exclude certain search terms from triggering your ads. Doing proper research on negative keywords is just as important as researching relevant keywords. We spend hours on finding these keywords that will lead to no conversions as this could save so much ad spend in the long run.

Once a week we will go through the search terms that triggered the ads and exclude those we don’t want to target and add the ones that are more relevant.


In Summary


Google is search, and spending your time researching the relevant search terms before starting any campaign will be so valuable in saving you from squandering your hard earned money.

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