When choosing keywords for a Search Ad, the decision should be based on a mix of intent, relevance, competition, and potential ROI. Here's how experienced advertisers typically approach it:
1) Search Intent
Focus on keywords that show buyer or action intent. For example, "buy wireless earbuds" is far more valuable than just "earbuds."
2) Product or Service Relevance
Make sure keywords align directly with your offer. Irrelevant traffic drives up cost and lowers conversions.
3) Match Type Strategy
Start with a mix of broad match for discovery, phrase match for relevance, and exact match for high-performing terms.
4) Search Volume & Competition
Use tools like Google Keyword Planner or Helium 10 to identify keywords with a healthy balance of search demand and manageable CPC.
5) Past Performance (if available)
Leverage search term reports from previous campaigns to double down on proven keywords.
6) Negative Keyword Planning
Decide what NOT to show up for by adding negative keywords from day one to improve efficiency.
