Combine broad, phrase, and exact match keywords to balance reach and precision. Start with phrase match for most keywords.
Prioritize keywords with buying signals like 'buy', 'best', 'review', 'price', etc. These convert better than informational queries.
Include specific, longer keyword phrases (3-5 words). They have lower competition and higher conversion rates.
Review search term reports monthly and add high-performing terms as keywords, poor performers as negatives.
Match your ad headlines to the user's search query for higher relevance and Quality Score.
Use action verbs like 'Get', 'Try', 'Start', 'Download'. Tell users exactly what to do next.
Emphasize what makes you different: free shipping, 24/7 support, money-back guarantee, etc.
Create 2-3 ads per ad group to A/B test different messaging and find what resonates best.
Keep ad groups focused on a single theme with 10-20 closely related keywords for better ad relevance.
Create dedicated campaigns for branded keywords to control messaging and protect brand traffic.
Start with your best-performing locations, then expand gradually based on data.
Allocate more budget to high-converting campaigns and ad groups. Review weekly and adjust.
Add 'free', 'cheap', 'jobs', 'careers', 'DIY' if you're selling premium products or services.
Broad match negatives can block more than intended. Use phrase or exact match when possible.
Add terms specific to your industry that indicate wrong intent (e.g., 'wholesale' if you're B2C).
Review search terms weekly and add irrelevant queries as negatives to reduce wasted spend.
Begin with a focused campaign targeting your best-performing products or services. Once you have data and proven success, gradually expand to new keywords, ad groups, and markets. This approach minimizes risk and maximizes learning.