Best practices for finding new keywords

As you use Keyword Planner to find new keyword ideas for your Search Network campaigns, you might find few keyword idea results. This article provides tips and best practices for finding new keywords that are more relevant to your business, product or service and for avoiding keywords that are less relevant.

Best practice What to do What to avoid
Think like your customers.

Describe how your customers think of your product or service category.

Example: hiking boots

Don't anticipate actual search queries that potential customers might enter. Keywords that are too specific can be limiting.

Example: what are the best hiking boots

Be specific but not too specific.

Use the right amount of detail.

Example: wedding venue
Example: kids recipes

Don't be overly general. Keywords that are too general don't provide enough hints about what people looking for your product or service actually search on.

Example: wedding
Example: tasty

On the other hand, don't be too specific.

Example: wedding venues for small weddings
Example: kids recipes under 10 minutes

Add a website to improve results. A keyword and website can provide more relevant keyword ideas. Example: <blank>
Highlight well-known brands in your offerings. Include the name of a popular brand that you sell. Don't mention a new brand that most people aren't aware of yet.
Be descriptive.

Use adjectives sparingly.

Example: Start with hiking boots and then use best hiking boots.

Starting your keyword research with an adjective.

Example: Start with best hiking boots.

Use multiple keywords or keyword phrases.

Use several keywords or keyword phrases about the same topic.

Example: charities to donate, charitable contributions

Example: short stories, mystery short stories, mystery author

Don't use keywords about unrelated topics or that give only partial information.

Example: best charities to donate, medical research

Example: short stories, mystery, author

Use location wisely. Include a location in your keywords if your customers aren't in the same location as your service or product. Don't include a location if you plan to use location targeting for your ads.
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