Guide to choosing your Google Ads keywords

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choose your keywords Google Ads


The keywords are the basis of any successful advertising campaign on Google Ads.

They enable your ads to be promoted to potential customers who are looking for your products or services.

However, choosing the right keywords doesn't happen by chance, and requires an in-depth understanding of your market and the search behaviour of Internet users.

In this article, we'll take you through the key steps involved in creating a relevant list of Google Ads keywords.

choosing your Google Ads keywords

Understanding keyword matches to help you choose the right Google Ads keywords

Before starting to create your keyword list, it is essential to understand the different types of keywords. types of correspondence that Google Ads offers:

  • Wide correspondence : Ads can be displayed for queries including the keywordbut also for variants or expressions with a similar meaning.
  • Modified wide correspondence : Ads are only displayed if all the terms preceded by a "+" sign appear in the query.
  • Correspondence of expression : Ads are displayed for queries that include all the terms of the keyword, in the exact order but with possible additional terms before or after.
  • Exact correspondence : Ads are only shown if the query corresponds exactly to the chosen keyword, with no additional terms.

What type of correspondence should I choose?

To start a Google Ads campaign, it is often recommended to focus on modified wide matches and expression. They offer a good compromise between visibility and relevance. You can then refine your matching options according to the performance of your campaign and the objectives you want to achieve.

Putting yourself in the shoes of Internet users with specialised tools

Analysing the search behaviour of Internet users on Google can be very useful in identifying the most relevant keywords for your campaign. Several specialised tools can help you:

  • Google Ads Keyword Planner : This free tool provided by Google allows you to find out the search volume for different potential keywords and get suggestions for new expressions.
  • Google Trends : It gives you an overview of search trends for a keyword or expression selected in advance.
  • Competitor websites : Analysing your competitors' sites can give you an idea of the keywords they have used to attract qualified traffic.
  • SEO tools : Software such as SEMRush or Ahrefs also offer features for identifying relevant keywords.

Refine your keyword selection using key indicators

Once you have drawn up your initial list of keywords, it's time to refine it by taking the following indicators into account:

    • Search volume : A keyword with a high number of monthly searches is more likely to generate traffic to your ad.
    • Competition : It can be difficult to position yourself on a highly competitive keyword. In this case, opt for more specific expressions that target your market niche.
    • Cost per click (CPC) : The budget allocated to your campaign must be sufficient to win the bids for the chosen keywords.
    • Landing page quality : Make sure that the content of your website is in line with the keywords selected in order to offer a good user experience and improve the quality score of your ads.

Segment your keywords into thematic groups

To optimise the effectiveness of your Google Ads campaign, it is advisable to group your keywords by theme.Distinguish between the products or services you offer, and the different stages of the buying journey your potential customers are on.This segmentation can be based on :

  • The range of products or services : Create groups of keywords around each category of your offer.
  • Geographical location : Target internet users according to their geographical location, if this is relevant to your business.
  • The buying journey stage : The choice of keywords should reflect the prospect's level of buying intent - whether they are looking for information, comparing products or making a purchase decision.

Create personalised ads for each group of keywords

A successful Google Ads campaign is based on personalised ads tailored to different keyword groups. In this way, you can maximise their relevance and increase your chances of generating revenue. conversions among your potential customers. To achieve this, make sure that the terms used in the title and description of your ads match those selected for each group of keywords.

Regularly monitor and optimise your keywords

The success of a Google Ads campaign is not limited to the initial choice of keywords. It's important to regularly monitor their performance in order to identify areas for improvement. Google Ads reports can provide you with valuable information such as :

  • The click-through rate (CTR) : It is used to assess the attractiveness of your ads to web users.
  • The cost per conversion : It gives you an idea of the budget needed to generate a sale or a profit. lead on your website.
  • The average position of ads : A low ranking may indicate a need to optimise the quality score or increase the budget allocated to auctions.

Adding and deleting keywords

Don't hesitate to add new keywords to your list if you identify interesting opportunities during your monitoring. On the other hand, delete terms whose usefulness is no longer proven, particularly if they generate little traffic or have too low a conversion rate.

In short, choosing key words Adapting Google Ads is crucial to the success of your advertising campaigns.

Don't hesitate to devote time and resources to this fundamental stage, setting up personalised thematic groups and making regular adjustments according to the performance achieved.

These efforts will undoubtedly boost your return on investment and enable you to achieve your marketing objectives.

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About the author

Frédéric POULET is the founder of the SEO Agency Optimize 360 After 20 years in large groups, he founded Optimize 360 to put the know-how of large groups to work for SMEs.
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