to Choose the Best how to choose Keywords for Your AdWords Campaigns

Effectively utilizing keywords = increase your eCommerce sales


Keywords are the groundwork of any AdWords campaign, and if incorrectly selected, they will not be beneficial to your company. Here are the steps you should take when selecting your Google AdWords keywords. Read here to learn more about Google Ads for eCommerce.

Decide what is relevant

A good keyword is a word or phrase that is both specific and relevant to your product and business. Google is dependent on relevance, so you want your keywords to describe exactly what products or services your business is providing. That will help to increase the likelihood of your business appearing when a potential customer is searching for the products you offer on Google. Thus, it is pivotal that your keywords match your ad copy and your website copy.

> Read here about how to choose the right keywords in your Google Ads Campaigns.

Consider your customers

When deciding which keywords you should use, put yourself in your customer’s shoes…if you were searching for the products your business offers what would you type in the Google search engine? Taking that step back and evaluating which terms would actually appear in a customer’s search is crucial when deciding your keywords.

Be specific; link your keywords

Keywords that generate a lot of traffic are essential, but if they aren’t relevant to your business don’t select them! Traffic is great, but traffic from uninterested consumers doesn’t lead to conversions. Instead, it reflects poorly on your business and leads to higher costs. You don’t want to pay for irrelevant or uninterested clicks, so don’t select irrelevant keywords. Instead, you want to select specific keywords closely related to your products and linked to the wording in your pay per click advert (PPC). You should be sure to set your pay per click advert to directly match the wording on your landing page to ensure your generating even more relevant traffic.

Create alternative keywords

When creating your keywords it’s important to consider other variations of those same keywords people may search. Think of synonyms, colloquials, and specific product names. It may even be helpful to include the singular and plural versions of words as well as alternative spellings.

If you are having trouble generating more keywords you can use the Google Adwords tool called the Keyword Planner. Using this tool, you can submit a keyword and select relevant/high ranking keywords from your results. After selecting a few keywords you like you can enter more phrases to generate even more results!

Bonus tip: try, as an alternative tool, the Clever Ads Keyword Planner, and you’ll have more keyword ideas/options to choose from – don’t limit yourself to just one source!

Locate your customer base

You want to be sure you are targeting the correct audience for your specified products or services. In order to do this, you can adjust your location settings accordingly. Your location targeting should reflect the location in which you do business. You have the ability to set your locations based on the area of your customer base. This kind of targeting is extremely precise in the sense that your ad will only appear in search results if it is within your specified area. Hence, don’t utilize this function unless you have a very specific and distinct customer base.

Determine your keyword match settings

There are four different ways to match your keywords through Google’s technology: broad match, phrase match, exact match, and negative match.

  • A broad match consists of matching single keywords within a chain, synonyms, and singular or plural forms of a word. There is no specific type of punctuation you need to use in order to set up a broad match.
  • A phrase match is a little bit more targeted in the sense that someone will only see your ad if they search the entire keyword. However, there is some flexibility because someone may add words before or after your keyword chain and still obtain results. In order to set up phrase matching, you simply put “quotation marks” around your specified keywords.
  • An exact match is even more specific. Any time someone searches for your product, they must search the exact keyword phrase. To obtain an exact match, you simply put your keyword phrase in [brackets].

Eliminate negative keywords

A negative keyword is a keyword that prevents your ad from being triggered by a certain word or phrase. Getting rid of negative keywords will prevent irrelevant searches from generating your ads, thus; your results will only appear in relevant searches. In order to eliminate negative keywords, you simply add a minus sign (-) before the specific keyword, and AdWords will exclude it. For example, if you add the word “free” as a negative keyword in your campaign group, it will make sure if someone searches “free” in line with other targeted keywords; your ad won’t appear.

Incorporation of Artificial Intelligence & Automation

Artificial Intelligence (AI) has become a crucial component in the selection and optimization of keywords for Google Ads campaigns. AI and machine learning can analyze vast amounts of data on user search behavior, identifying patterns and trends that are not easily observable. This allows advertisers to adjust their campaigns in real time, optimizing performance by more accurately predicting search intentions and tailoring ads to meet those needs. Automation through AI not only improves campaign efficiency but also helps to lower acquisition costs by focusing on the most likely users to convert.

Advanced Audience Segmentation Strategies

Advanced audience segmentation allows advertisers to move beyond basic demographics, using purchase intentions and website behavior to create more precise audience segments. This means targeting users based on their browsing history, previous interactions with the brand, and activity on other digital platforms. Implementing segmentation by purchase intention, for example, allows advertisers to reach consumers at the right moment in the buying cycle, significantly increasing the likelihood of conversion.

Data Utilization & Predictive Analysis

Predictive analysis uses historical data and machine learning algorithms to forecast future user actions. Applied to Google Ads, advertisers can anticipate market trends, changes in product demand, and user search behavior. This enables campaign optimization based on future projections, improving budget allocation and ad relevance. It’s a key strategy for staying ahead of the competition and meeting consumer needs before they explicitly emerge.

PMAX & Other New Google Offerings

Google’s Performance Max campaigns offer an integrated advertising approach, allowing advertisers to access all of Google’s ad inventory from a single campaign, optimized by AI. Unlike more traditional solutions, PMAX uses machine learning algorithms to direct ads towards audiences that have a higher probability of conversion, regardless of the channel. This compares favorably with similar offerings from Microsoft, providing broader coverage and deeper integration with Google’s analytics and segmentation tools.

Multichannel & Omnichannel Integration

Integrating Google Ads into an omnichannel marketing strategy is crucial for providing a seamless and consistent user experience across all digital and physical touchpoints. This involves not only coordinating messages and offers across different channels but also using data from each touchpoint to inform and optimize campaigns in real time. An effective omnichannel strategy ensures that messages are relevant and personalized, increasing engagement and conversions.

Improvements in User Experience & Landing Pages

Using AI-powered tools to optimize landing pages can significantly improve user experience and increase conversion rates. This includes personalizing content based on previous user behavior, automated A/B testing to identify the most effective design elements, and optimizing loading speed. A well-optimized landing page ensures that users who click on ads find exactly what they are looking for, resulting in higher customer satisfaction and loyalty.

Social Responsibility & Ethical Advertising

In a world increasingly aware of social and environmental issues, it’s critical for companies to adopt ethical advertising practices. This includes being transparent about the products and services offered, avoiding greenwashing, and selecting keywords and advertising messages that promote sustainable and responsible practices. Adopting an ethical approach not only improves brand image but also resonates with consumers who value sustainability and social responsibility.

Updates on Policies & Regulations

Keeping up to date with the latest Google Ads policies and data privacy regulations is essential to avoid penalties and ensure that campaigns are effective. This includes compliance with the General Data Protection Regulation (GDPR) in Europe, the California Consumer Privacy Act (CCPA), and other relevant regulations. Transparency in data use and respecting user privacy are fundamental to building trust and maintaining a positive relationship with consumers.

Updated Call to Action

Reviewing and updating CTAs to ensure they are compelling and relevant is crucial in a constantly changing digital environment. This can include using action verbs that inspire urgency or benefit, personalization based on audience segment, and testing different formats and messages to identify the most effective ones. A strong and relevant CTA can be the deciding factor that prompts a user to take the desired action, such as making a purchase or subscribing to a newsletter.

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