By Zieliński Jerzy

Google Ads keyword selection

The right choice of keywords means the right customers will come to your company’s advertising through them. Therefore, the basis for the proper selection of key phrases is to understand that they are of great importance. Every minute spent analyzing them and making an informed choice will be time well invested.

Keywords for Google Ads – where to start?

  1. Step into your customer’s shoes, think like them. A good start is to list the most important categories of activity. However, don’t limit yourself to professional names and industry-specific phrases. Think about what words a customer who is looking for your products or services for the first time uses to describe them.

For example – when running an online lingerie store, start with general categories. Look for words frequently used by customers – from those typically product-related, such as women ‘s underwear or men‘s underwear, to those suggesting a desire to store online, e.g., lingerie store, women’s underwear online store. You can expand the list by adding brand names and more specific products.

  1. Find the golden mean. Very specialized keywords will allow you to reach customers who are strongly oriented in the industry and determined to get a particular product or service. However, overly specific keyword phrases will severely narrow the target audience that ads will reach. Therefore, it is very important to find terms that will accurately describe your offer and have a valuable reach.

Example – when selling women’s underwear, start with general categories: sports bras, push-up bras, padded bras. It is worth adding the names of brands, the materials from which the underwear is made or sizes. All the terms by which customers search more precisely.

  1. Don’t be afraid of generic keywords, but don’t overdo it with them. More general keywords will draw more traffic to your website, and with proper optimization of your campaign, you will be able to earn more with these words. I recommend combining generic key phrases with smart rate setting. In this way, you will quickly select the most effective keywords among the keywords.

Example – If you run a large store with a rich, varied assortment of products and you want to draw very high traffic to the site and promote your brand widely, you can use the phrase lingerie.

  1. Act strategically. There is a way to display even more relevant ads to customers – it’s a good idea to group similar keywords into ad groups. Dividing keywords into groups makes it easier to display ads to audiences with more specific preferences. This definitely pays off the most.

Example: Working with a campaign for a lingerie store, you can create three groups of ads – one for bras, another for women’s panties, and a third for lingerie sets. A group of ads for bras can include phrases related to specific models, sizes and styles of bras, it is also worth using brand names, sometimes even colors. You have plenty of options, be sure to verify all of them for the number of searches.

Ads groups – in a group strength

Common keyword subject matter in a given ad group is a way to reach customers interested in a specific category of your products. Ad group management gives you the option to set a per-click rate – one for all words in a given Ads group, but you can also set the cost per click individually for each phrase. Combining keywords in ad groups is simply putting them in order. And, as you know, in an orderly, well-organized space it is easier to find yourself and get the desired results.

What do you gain from ad groups?

  • Campaign transparency, which will definitely make it easier for you to analyze the effectiveness of your ads. By working on logically developed groups of ads, you will easily catch which one has too little effect.
  • A structured Google Ads campaign and account. Order, including that in marketing tools and activities, translates into convenience of work and efficiency of given solutions.
  • Save time, because you won’t waste it on campaigns for similar words. With Google Ads groups, it is easier to maintain control over advertising.
  • Easy to manage the budget rationally, keywords in Google Ads groups allow you to get statistics about the effectiveness of individual ad groups.


Selecting keywords for a Google Ads campaign can seem like a challenging activity. And indeed, a great deal depends on this process – the effectiveness and efficiency of the campaign, which ultimately translates into financial success or failure. That’s why it’s worth putting in the effort to properly verify the phrases, as well as monitor them during the campaign. It certainly also pays to reach for solutions that Google has prepared to support effective campaigns – and ad groups are just one of those solutions.

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