Add keywords

Adding the right keywords helps you show your ads to the customers that you want, when you want.

This article shows you how to add keywords to your ad groups. You may want to begin by learning more about keywords.

Choosing keyword match types

When you add a keyword to ad groups for search campaigns, you can choose the match type that 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 broad match modifier, enter keywords with a + before the modified terms (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])

Google Ads recommends using a mix of broader (broad match and broad match modifier) and more targeted match types (phrase match and exact match) to give you the right volume of traffic for valuable terms.

Learn more about keyword matching options

Using symbols in Google Ads keywords

In Google Ads accounts, you can use two symbols – ampersands (&) and accent marks (á) – in your keywords. Keywords with these symbols are considered two different keywords, like sidewalk cafe and sidewalk café.

Here are some of the symbols that Google Ads doesn't recognise:

• Ignored symbols: You can add periods (.) or dashes (-) to your keywords, but these symbols will be ignored. That means the keywords Fifth Ave. and Fifth Ave, for example, are considered identical keywords.
• Invalid symbols: You'll see an error message if you add keywords that contain certain symbols. Some of the symbols that can't be used in your keywords are: , ! @ % ^ * () = {} ; ~ ` <> ? \ |. Asterisks (*) can only be added to negative keywords.
• Site and search operators: The 'site:' operator will be removed from your keywords. That means if you add the keyword [site:www.example.com dark chocolate], it'll be considered the same as [dark chocolate]. Search operators will also be ignored. For example, if you add the search operator 'OR' to the keyword dark chocolate, such as OR dark chocolate, the 'OR' command will be ignored and your keyword will be just dark chocolate.

For information on using symbols on other platforms, see the relevant platform's Help Centre.

Instructions

The steps for adding keywords to your ad group vary depending on your campaign type. If you’re not sure what your campaign type is, check the top of the campaign page. You'll see the campaign type, along with the campaign status and daily budget.

Add keywords to search campaigns

1. Sign in to your new Search Ads 360.
2. Click Keywords in the page menu on the left, then click Search keywords along the top.
3. Click the plus button .
4. In the dialogue box that appears, select the campaign and associated ad group to which you’d like to add keywords.
5. 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 (e.g. women's hats).
     • For broad match modifier, enter keywords with a + before the modified terms (e.g. +women's +hats).
     • For phrase match, enter keywords in quotations (e.g. "women's hats")
     • For exact match, enter keywords in brackets (e.g. [women's hats])
   • Get keyword ideas. Once you have selected an ad group, you’ll see 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 button  next to keywords that you want to add to your ad group.You can modify match types after adding the keywords.
6. Click Save.

Add keywords to Google Display Network and Google Ads video campaigns

1. Sign in to your new Search Ads 360.
2. Navigate to a Google Ads account.
3. Click Keywords in the page menu on the left, then click Display/Video keywords along the top.
4. Click the plus button .
5. Select the campaign and ad group that you’d like to add keywords to.
6. You can add keywords in one of the following ways:
   • Enter or paste keywords, one per line.
   • Get keyword ideas. Once you have selected an ad group, you’ll see 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 that you want to add to your ad group.
7. Select either 'Audience' or 'Content' for your keyword setting.
8. Click Save.