Many believe success in Google Ads is all about the budget. Spend more, win more, right? Wrong. The real secret to campaign success is in the keywords. They’re the bridge between what you’re offering and the people actively searching for it. Choose the right ones, and your ads feel like they showed up at just the right time. Choose the wrong ones, and you’re shouting into the void.
Here’s how to make sure your keywords work as hard as you do.
- Start with a brainstorm: Think like your customer. What words or phrases would they type into Google when looking for your product or service? Don’t overcomplicate this part—just get all the ideas down. The goal is to build a starting list you can refine later.
- Back it up with research: Now it’s time to put tools to work. Google Keyword Planner, SEMrush, or Ahrefs can show you which keywords have strong search volume, how competitive they are, and what you might expect to pay per click. This step takes the guesswork out of your brainstorm and gives you real data to lean on.
- Refine your list: Here’s where the strategy sharpens. Focus on keywords that balance good search volume with manageable competition and, most importantly, are highly relevant to your business. Steer clear of overly broad keywords, they often attract the wrong clicks and drain budget without results.
- Group with intent: Once you’ve narrowed down your list, organize keywords into tightly themed ad groups. When your ad copy and landing pages line up perfectly with what someone searched for, you’re more likely to win their click (and their trust).
- Don’t skip negative keywords: Equally important: deciding what you don’t want to show up for. Negative keywords filter out searches that don’t align with your business, saving your budget for clicks that actually matter.
- Keep monitoring and adjusting: Keywords aren’t a “set it and forget it” piece of your campaign. Keep an eye on your search terms report to see exactly what’s triggering your ads. From there, you can add fresh ideas, refine your keyword list, or expand your negative keywords. Small adjustments here can make a big impact on performance and ROI.
Here’s the truth: choosing the right keywords is never “done.” It’s a cycle of testing, learning, and refining. The more you treat it like a living, breathing part of your campaign, the stronger your results will be. Start with the right foundation, and before long, you’ll see your ads showing up exactly where you want them, right in front of the people ready to click.