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Effective keyword research is the foundation for Google Ads success. It’s a simple concept, but one that many advertisers miss the mark on. If you pick the wrong keywords, your ads won’t show up for what people are searching for and no one will see them! In this post we’ll cover some common misconceptions about keyword research, learn how to manage keywords in Google Ads and make the most of negative keywords.

Misconceptions about keyword research

  • Keyword research is not difficult.
  • Keywords are not just for Google Ads.
  • Keyword research is not a one-time activity. You should be conducting it regularly and continuously so that you can adjust your strategy as necessary based on the changes in search behavior and trends in your industry or niche.
  • Keyword research isn’t just for paid search campaigns, either; it’s also essential when creating organic content strategies and landing pages (and even social media posts).

Keyword research for Google Ads

Keyword research is an important part of Google Ads. It helps you find keywords that are relevant to your business and profitable, so you can use them in your ad campaigns.

  • Use keyword planner to search for new ideas: The tool gives you information on how many people search for a given term each month, as well as related terms that could also be valuable for targeting. This data can help guide your decision-making process when deciding which terms are worth bidding on or optimizing existing ads around (more on this later).
  • Use keyword difficulty score: The higher the number here, the more difficult it will be for someone searching with this term (or set of words) to find what they’re looking for–and therefore less likely they’ll convert into customers unless they’ve already been exposed through other channels like organic search results or social media posts related specifically about those topics!

Keyword match types

The keyword match types are:

  • Broad match (default) — This is the broadest type of search term, and it can include variations of your keyword such as plurals, singulars and misspellings.
  • Phrase match — This type will only show your ads when someone searches for the exact phrase that you’ve entered into Google AdWords. For example, if you enter “red dress” as a phrase in your ad group with this setting turned on, then only people who type in those exact words will see your ad appear on their screen. It’s important to note that this does not include synonyms or related terms such as “scarlet dress” or just plain old “dress red.” If someone types one of these other options into the search bar instead when searching for information about dresses made from red fabric (or whatever else), then they won’t see any results from that particular keyword group even though their query still matches closely enough according to Google’s algorithm standards!

Making the Most of Negative Keywords

Negative keywords are words that you don’t want your ads to show for. For example, if you sell shoes and don’t want your ad to show for “cheap shoes”, then add this term as a negative keyword.

Negative keywords are a great way to keep your ads from showing for irrelevant searches and save money on Google Ads by avoiding keywords that could trigger an expensive click-through rate (CTR).

Here’s how:

Learn how to manage your keywords in Google Ads

Keyword research is the first and most important step in creating an effective Google Ads campaign. It’s how you determine what keywords to target, how much you’ll pay for them, and which ones are best for your business.

With so many different keyword tools available on the web–and even more coming out all the time–it can be difficult to know where to start when doing keyword research for Google Ads. Luckily, we’ve got some tips below!

The core of AdWords success is being intentional in your keyword selection.

The core of AdWords success is being intentional in your keyword selection.

You may think that the ads, landing pages, and conversion tracking are all equally important to the success of an ad campaign. However, if you don’t have the right keywords at the heart of your campaign then none of those things will matter much at all!

Keywords are what drive traffic to your site so they need to be carefully selected based on their relevance and search volume. If there’s no demand for them (or too much competition), then no amount of creative genius will help drive conversions or leads for you.


In short, keyword research is a critical component of Google Ads success. It’s important to understand how keywords work and how they can help you reach your goals. The good news is that there are many ways to get started with keyword research. Reach out today as we would love to help you get started.

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