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  • Writer's pictureDamian Burgess

Choosing relevant keywords

Effective keyword management helps you reach the right customers and grow your business.

Make sure they are relevant and high quality.

If you choose a generic keyword like “bags” to promote your luggage products, you may end up appealing to people searching for unrelated items like “tea bags” and thus lead to a lower click through rate. Instead you might want to use “luggage bags” or “carry-on travel bags”.



Choose keywords carefully. Include terms and phrases that your customers would use to describe your products or services.

Keywords of 2 or 3 words tend to work the best.

Delete low search volume keywords – if the keywords aren’t going to drive traffic there’s no point in using them.

Save money by avoiding clicks from people that aren’t going to become customers – make negative keywords part of your list.

The order of the set of words does not matter for phrases e.g. “flower bouquet” and bouquet of flowers”

If you’re just beginning AdWords, use automatic bidding. This way you set a 30 day budget and AdWords sets the bids for you to bring you the most clicks possible within that budget.

When setting your maximum CPC bids, consider the value of the click – how much is it worth to you to have someone visit your website?

Think like a customer when you choose keywords

Write down the main categories of your business, and then write down the terms or phrases that might fall under each of those categories.


If you sell men’s athletic footwear – basic categories would be men’s sports shoes, men’s sneakers, men’s tennis shoes. Expand your list by including your brand and product names.

Select specific keywords to target specific customers.

Select more specific keywords that directly relate to your ad’s theme if you want to target customers who want a specific product. But if keywords are too specific, you might not be able to reach as many people as you’d like.

Select general keywords to reach more people

Select more general keywords if you'd prefer to reach as many people as possible. Also, more general keywords can be more competitive and may require higher bid amounts.

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