Ads Success Guide: Keywords

Choose the right keywords

Get your ad in front of potential customers who are interested in your product or services by selecting relevant keywords and adding negative keywords.

Update your keywords

What exactly are keywords?

Keywords are words or phrases that are used to match relevant ads with searches on Google. Every time someone searches on Google, Google Ads runs an auction to decide which ads appear. If your keywords match the search term, your ad is eligible to show.

  • Build your keyword list based on the words people would use when searching for what you offer. For example, an eyewear retailer might add “women’s sunglasses” as a keyword in their campaign.

Use negative keywords to focus your spend

Just as keywords match your ads with relevant searches, negative keywords prevent your ads from showing up for searches that don’t relate to your business.

  • Add them to avoid paying for unwanted clicks. For example, the eyewear retailer might add “drinking glasses” and “contacts” as negative keywords.

Ready to take action?

Find out which searches are triggering your ad, then update your keywords to reach the right customers.

Update your keywords

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