Setting Up Google Adwords: Generating Keywords

Keywords are the guts and glory to any Google Adwords Campaign. Making sure you select the right keyword list for your campaign ensures your ads are being shown to the customers you want. So how does one go about making sure their keywords are up to par with their goals? We suggest following three tried and true steps: brainstorm, group, and fine-tune.


This is one of the more challenging steps of the three. Take some time and write down every keyword that comes to mind for your campaign. Think of what words someone would be searching for if they were to be looking for your product or service. Don’t worry about picking the perfect one’s just yet, there’s plenty of time for that in the fine-tuning stage. If you’re struggling with coming up with some keywords, check out our post on Keywords in a Nutshell. We outline some good tips and tools to make sure you’re getting the most out of your keywords.


Once you have your long list of keywords, it time to group them together. Remember from our post on organizing, those things called adgroups? Now it’s time to either place keywords into your existing adgroups, or take the route of forming new adgroups out of your new keywords. Just remember, you will want to group your keywords together in a way that not only makes sense, but is easy track. For instance, say you still own your hat company, and have a campaign focused on driving hat sales. You may have 50 keywords relating to hats, but within that have adgroups for Cowboy Hats, Trucker Hats, and Specialized Hats. Your keywords should be organized underneath which adgroups they most relate to. Your overall goal here is to make life easier when it comes time to write your ads relating to your keywords being searched.


Now it’s time to get the good ol’ eraser backspace key. In order to make your keywords list the most effective it can be, you need to start refining your lists of keywords. Ridding your list of keywords that are too irrelevant, general, or cryptic as well as words that are too specific will ensure your keywords are up to par.  

Another way to fine tune your keywords to make sure they’re targeting the right audience, is through keyword matching. By utilizing keyword matching, Google lets you control which keyword searches might cause your ad to show.

Overall, making sure you have a strong set of keywords for your adgroups is essential for having an effective campaign, and getting the most for your money. WIthout quality, well thought out keywords, you might as well be walking a tightrope blind. By taking some time to brainstorm, group, and fine-tuning your keywords, your campaign can be well on its way to success.

If you’re having trouble getting started, or want to know more about keywords, or Google Adwords in general, feel free to contact us here at the nest! We have our very own Google Adwords Qualified Individual on the team who is trained on the ins and outs of Google Adwords.