There are some basic principles that you can follow to select and organize a good list of AdWords keywords. For example:

1. Put yourself in the customer’s shoes when you create your initial list.

List the main categories of your business and the terms or phrases that are relevant to each of those product/service categories. Include the words or phrases that your customers use to describe your products or services.


If you sell clothes for men, you can start with basic categories that may be used by your customers, such as sports clothes for men. You can also add men’s sweaters or sweaters for men, if it turns out that these terms are often used to describe your products. Continue to develop your list including the name of your brand and of your products.


  • When you add keywords to an ad group, you can manually enter one keyword per line or add more by using a spreadsheet. To use a spreadsheet, click the Add keywords via a spreadsheet.
  • To add keywords containing several terms (expressions), it is unnecessary to use dashes or any other punctuation. For example, if you choose keyword sport shoes for men, you can add it to your list as is: sports shoes for men.

2. Depending on your target keywords select more generic or specific.

To ensure that you reach customers more effectively, select specific keywords directly related to the theme of your ad. When using more specific keywords, your ad is shown only when the research is focused on terms related to your business. However, remember that if your keywords are too specific, you may not reach as many users as you want.


If you sell clothes for men, you can choose specific keywords such as winter sweater for men, since you sell this type of clothing.

If you really want your ad to show based on a large number of search terms, it’s better for you to choose general keywords. Generally, it’s not really a good idea to follow a generic strategy, in most cases, the addition of very generic keywords makes it difficult to reach potential customers. In fact, your ad is likely to be shown on searches that are not always related to your business. In addition, more generic keywords may be more competitive and lead to higher bids.


If you have a large clothes store, you can choose a generic keyword such as clothes. And your ad is eligible to appear when a user searches for different types of clothes or browses sites related to fashion.

We recommend that you test keywords more or less specific to identify those that produce the best results. Whatever the degree of generality or specificity of your keyword, they must always correspond as closely as possible to your ads and to your website.

3. Combine keywords similar themes.

Try to group your keywords by theme according to your products, your services, or other categories. This will allow you to create ads for the themes of your keywords. In the end, your potential customers will see more relevant ads after doing a search on a specific product or service. Moreover, by grouping your keywords by theme, your account will be perfectly structured.



Imagine that you are the owner of a computer store and your campaign ad groups include keywords like cheap computers and notebooks. You can create separate ad groups for each of these groups of keywords and write specific ads for notebooks and cheap computers.

4. Choose the right number of keywords.

Most advertisers find it useful to have between 5 and 20 keywords per ad group, but you can certainly go more granular. We recommend you to group your keywords by theme. If you use a broad match-type, it can be unnecessary to include other variants of your keywords, such as misspelled keywords or plural versions. Keywords that consist of two to three terms generally provide better results.

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