Here are three steps to building a more effective keyword list:
1.When creating your list, think like a customer. What terms or phrases would your customers use to describe your products or services? List any keywords that you think users might search for on Google to find your business. Then expand your list to include relevant variations including alternate spellings (e.g. light, lite), plurals, and synonyms. To help you brainstorm, use our Keyword Tool.
2.Refine or 'scrub' keywords that may be too broad or irrelevant.Keywords that are too broad can lower your performance by generating many ad impressions but few clicks. To avoid this, delete generic keywords on your list that could relate to a wide spectrum of products or services. One-word keywords are likely to be too generic, so try using two- or three-word phrases. For example, using the generic keyword bags to promote luggage goods could show your ad to users searching for unrelated items like tea bags and vacuum bags. To make your keywords more specific, add words that are descriptive of your goods or services. Instead of using the keyword bags, try more relevant and descriptive keywords like luggage bags, carry-on travel bags, and buy luggage online.
3.Use keyword matching options.You can choose four different keyword matching options to target your ads to users: broad, phrase, exact, or negative match. If you don't set a specific option, your keywords will be broad match by default. Switch to one of the other options if you want to narrow your audience to be more relevant. By applying more focused matching options to your keywords, you can reach those who are more interested in what you offer, reduce your cost-per-click (CPC), and increase your ROI.