How to Choose the Best Keywords for Google Adwords: A Guide

Choosing the best keywords for Google AdWords is like picking the right tool for a job. You want to make sure you’re selecting words that are not only relevant to your business but also have a high chance of converting searchers into customers. It’s a critical step in setting up a successful online advertising campaign, and it doesn’t have to be overwhelming. Let’s break it down into manageable steps.

Step by Step Tutorial: Selecting the Best Keywords for Google AdWords

Before we dive into the steps, let’s understand what we’re aiming for. When we choose the right keywords, we’re ensuring that our ads appear in front of the right audience. This can lead to more clicks, more conversions, and ultimately more sales. Ready? Let’s get started.

Step 1: Brainstorm a list of relevant keywords

Think about the terms your potential customers might use to find your products or services.

When brainstorming, put yourself in the shoes of your customers. What problems are they trying to solve? What language would they use? Consider various combinations and synonyms. Don’t worry about getting it perfect right now; just get your ideas down.

Step 2: Use the Google Keyword Planner

Access Google’s Keyword Planner to find additional keywords and get search volume data.

The Google Keyword Planner is a powerful tool that can help refine your list. It provides data on search volume, competition level, and even suggests related terms you might not have considered. Use this tool to narrow down your list to the most promising keywords.

Step 3: Check out the competition

Search for your keywords on Google and see what ads and organic results come up.

Knowing what you’re up against can give you a competitive edge. If you see a lot of ads for a keyword, it might be a high-traffic, high-competition word. On the other hand, if there are few to no ads, you might have found a hidden gem with lower competition.

Step 4: Consider long-tail keywords

Don’t overlook long-tail keywords, which are longer and more specific phrases.

Long-tail keywords often have lower search volumes, but they can attract more qualified traffic. These searchers know exactly what they want, and if your ad matches their intent, you’re more likely to see a conversion.

Step 5: Refine and prioritize your list

Evaluate your keywords based on relevance, search volume, and competition.

Now that you have a solid list, it’s time to make some decisions. Prioritize keywords that are highly relevant to your business with a decent search volume and manageable competition. Remember, it’s not just about traffic; it’s about attracting the right traffic.

After completing these steps, you’ll have a list of targeted keywords that are more likely to drive quality traffic to your website. These are the words and phrases that potential customers are using to find products or services like yours. By carefully choosing your keywords, you’re setting the stage for a more successful Google AdWords campaign.

Tips for Choosing the Best Keywords for Google AdWords

  • Focus on relevancy: The more relevant your keywords are to your business, the better.
  • Keep the user’s intent in mind: What is the searcher hoping to achieve with their query?
  • Balance between broad and specific: You want a good mix of general and niche keywords.
  • Use negative keywords: Exclude terms that are unrelated to your offerings to avoid wasted clicks.
  • Continuously optimize: Regularly review and adjust your keywords for better performance.

Frequently Asked Questions

What are negative keywords?

Negative keywords are terms you can exclude from your campaigns to prevent your ads from showing for irrelevant searches.

Using negative keywords ensures that your ads aren’t triggered by searches that won’t convert. This can save you money and improve your campaign’s overall efficiency.

How often should I review my keywords?

It’s a good practice to review and adjust your keywords at least once a month.

Regularly monitoring your keywords allows you to respond to changes in search trends and customer behavior. Stay agile and don’t be afraid to make changes to optimize your campaign.

Can I use competitor brand names as keywords?

It’s possible, but it can be a legal gray area and may not be the most effective strategy.

Bidding on competitor brand names might get you some traffic, but those searchers are likely looking for your competitor, not you. Focus on keywords that highlight what makes your business unique instead.

How many keywords should I have in each ad group?

It’s best to keep it between 5-20 keywords per ad group for optimal performance.

Having too many keywords can dilute your focus and make it harder to match your ads to specific searches. Keep your ad groups tightly themed and relevant.

What’s the difference between broad match and exact match keywords?

Broad match keywords reach a wider audience, while exact match keywords target very specific searches.

Broad match keywords can trigger your ads for a wide range of searches, including synonyms and related terms. Exact match keywords will only show your ads when the search query matches your keyword exactly. It’s about finding the right balance for your campaign goals.


  1. Brainstorm a list of relevant keywords
  2. Use the Google Keyword Planner
  3. Check out the competition
  4. Consider long-tail keywords
  5. Refine and prioritize your list


Mastering the art of selecting the best keywords for Google AdWords is a game-changer for any online advertising campaign. It’s about understanding the language of your customers and aligning it with your business offerings. With the right keywords, your ads can reach the right audience, driving more qualified traffic and ultimately, more conversions. Remember, it’s not just a one-time task; it’s an ongoing process of refinement and optimization. So, roll up your sleeves and dive into the world of keywords. Your future customers are out there, searching for what you offer. Make sure they find you by harnessing the power of Google AdWords.