Directly from Google, read these Google Ads keywords best practices, designed to help you reach the right customers and grow your business.
1. Align keywords with business goals
- Think holistically about how customers could reach you.
Why: Your keywords should reflect all of the different types of user queries that could help someone find you when they’re looking for something that you offer.
- Align your keywords and their management with your overall business goals.
Why: Different keywords have different purposes, and they should be held accountable to the goal that most aligns with their purpose.
Get Started: Add new keywords to your account.
- Analyse your keyword list and delete low search volume keywords.
Why: Reduce clutter. If keywords aren’t going to drive any traffic for you, there’s no need to keep them around.
Get Started: Remove keywords with low search volume from your account.
2. Find new targeting opportunities in Google Ads
- Use Dynamic Search Ads to streamline account management.
Why: Avoid the need for continual updates to your keyword lists every time you make a change to your site.
Get Started: Learn how to create Dynamic Search Ads.
3. Expand the reach of existing keywords
- Maximise the presence of your keywords by improving their Ad Rank.
Why: Adding new targeting options isn’t the only way to grow volume. A more aggressive bid coupled with higher quality ads can drive volume on existing keywords.
- Extend your reach to users that aren’t on Google.com by targeting search partners.
Why: Get more volume from the same set of keywords in your account.
Get Started: Include search partners in an existing Search campaign.
4. Refine your traffic with negative keywords
- Make negative keyword additions a regular part of Google Ads account maintenance.
Why: Save money by avoiding clicks from people that aren’t going to become customers.
- Just like your main keywords, focus negative keyword management on the places that will do the most good.
Why: Your account’s health depends on adding impactful, not exhaustive, negative keywords.
Get Started: Create a negative keyword list to apply across multiple campaigns.