Keyword research is the foundation of every profitable Google Ads campaign. Get it wrong, and you'll burn through budget on irrelevant clicks. Get it right, and you'll connect with customers actively searching for exactly what you sell.
Understanding Search Intent#
Search intent falls into four categories: informational (learning), navigational (finding a specific site), commercial investigation (comparing options), and transactional (ready to buy). Prioritize transactional and commercial investigation keywords for highest conversion rates.
Keyword Match Types#
Broad match shows ads for related searches (best with Smart Bidding). Phrase match shows for searches including your keyword's meaning. Exact match shows only for searches with the same intent. Start with phrase match for balance.
How to Conduct Research#
Brainstorm seed keywords, expand with Google Keyword Planner, analyze competitor keywords, evaluate commercial intent, and organize into themed ad groups. Focus on quality over quantity.
Negative Keywords#
Negative keywords prevent ads from showing for irrelevant searches. Build lists for job-related terms, educational queries, free-seekers, and industry-specific exclusions. Review Search Terms weekly.
