Add keywords

You can add the right keywords to help show your ads to the customers you want, when you want.

This article explains how to add keywords to your ad groups for Search, Display, and Video campaigns. Learn more About keywords in Search Network campaigns.

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Choose match types for Search campaign keywords

When you add a keyword to ad groups for search campaigns, you can choose the match type you want by entering the keyword in one of the following formats.

  • For broad match, enter keywords with no formatting (for example, women’s hats)
  • For phrase match, enter keywords in quotations (for example, "women's hats")
  • For exact match, enter keywords in brackets (for example, [women's hats])

By layering broad match with Smart Bidding, you can increase the volume of relevant queries while achieving your goals. Learn more about how to Grow your Smart Bidding campaigns with broad match.


Instructions

Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the "Appearance" icon, and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page you’re searching for.

The steps to add keywords to your ad group vary based on your campaign type. If you’re not sure what your campaign type is, check the top of the campaign page in Google Ads. You’ll find the campaign type, along with the campaign status and average daily budget.

Note: You can add up to 10 words in a keyword. Learn more about Basic tips for building a keyword list.

Add keywords to Search campaigns

  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Audiences, keywords, and content drop down in the section menu.
  3. Click Search keywords.
  4. Click the plus button .
  5. In the “Select an ad group” window, search for your campaign by name or campaign ID.
  6. After you’ve selected a campaign, choose the ad group where you want to add your keywords.
  7. You can add keywords in one of the following ways:
    • Enter or paste keywords, one per line. You can choose a match type for each keyword by adding it in one of the following formats:
      • For broad match, enter keywords with no formatting (for example, women’s hats).
      • For phrase match, enter keywords in quotations (for example, "women's hats").
      • For exact match, enter keywords in brackets (for example, [women's hats]).
    • Get keyword ideas. After you select an ad group, you’ll notice keyword ideas that might be relevant to your ad group on the right. If you’d like, enter a related website and your product or service. Click the plus sign next to keywords you want to add to your ad group.You can modify match types after adding the keywords.
  8. Click Save.

Add keywords to Display and Video campaigns

  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Audiences, keywords, and content drop down in the section menu.
  3. Click Content.
  4. On the “Content” page, click the Display/Video keywords tab.
  5. Click the plus button .
  6. In the “Select an ad group” window, search for your campaign by name or campaign ID.
  7. After you’ve selected a campaign, choose the ad group where you want to add your keywords.
  8. You can add keywords in one of the following ways:
    • Enter or paste keywords, one per line.
    • Get keyword ideas. After you select an ad group, you’ll find keyword ideas that might be relevant to your ad group on the right. If you’d like, enter a related website and your product or service. Click the plus sign next to keywords you want to add to your ad group.
  9. Select either “Audience” or “Content” for your keyword setting.
  10. Click Save.

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