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6 Ways To Build Keywords List

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Today, consumers are connected without any break. Be it a computer at work, a tablet when roaming around in the house, and a smartphone in hand always. Throughout the day, users are always on a hunt and search for things they want like shopping, entertainment,  or research.

Advertisers target those queries or searches, using keywords as people search for things on Google. The connecting point of search advertising with AdWords is queries and keywords.



But what are keywords? A keyword is a phrase or word that is a topic of significance. Searchers type keywords on search engines to identify and verbalize their topic for which they are looking information for. This is the reason businesses create content around relevant topics to their business that helps them rank and be the information which searchers want.

Need for keywords

1. Foundation of website content

The topic of every page and its content directly depends on a keyword or keyword phrase. Keywords are topics, therefore, they are also used when creating emails and offers.

2. Help search engines understand the purpose of your page

Keywords help potential customers and visitors understand the purpose of your page. When they visit your page, they will often scan for the keywords they searched for.

3. Keywords also help search engines

Keywords help search engines to understand what your page is all about and its purpose. When a search engine crawls your website pages, keywords determine the purpose of your pages.

Different types of keywords

There are two types of keywords



1. Broad keywords

These are the short words or phrases that you may apply to your own company. This might also apply to every other company in your industry. For instance, if you type the keyword marketing. It is specific in nature and largely applicable everywhere.

2. Long tail keywords

These are longer words or phrases that are specific in nature. They might be exclusive to your company or industry. Say, for example, if you are into hardcore digital marketing, then a keyword like inbound marketing software could be specific to your company.

With effective keyword management, you can reach the right customers and thereby, grow your business. By selecting the right keyword list for your business can help you show your ads to the right customers at the right time. The key is to choose your keywords in such a way that helps your potential customers to find your products and services.

Here are  6 tips to building keywords



  1. While creating your list, think like a customer:

Start by writing down the main categories of your business, after that write down the phrases or terms that might fall under those specific categories. Inculcate terms and phrases that your customers would use to describe your products and services. For instance, If you sell women’s athletic shoes, you might start off with something basic that customers would use like ‘women’s sports shoes’. These basic categories could also include ‘women’s sneakers’, or ‘women’s tennis shoes’ if there are commonly used terms for your products. You need to expand your list by adding your brand as well as product names.

  1. Choose specific keywords for targeting specific customers

Go for more specific keywords that relate to the theme of your ad if you wish to target searchers who may be interested in a particular product. When you will use more specific keywords this means that your ad will appear for terms that apply to your business. However, you will have to keep one thing in mind that if the keywords used by you are too specific in nature then you might not be able to reach as many people as you would like.  For instance, if you sell women’s athletic footwear, you might choose specific keywords like ‘women’s basketball shoes’, a variety of shoe your company offers. In this way, your ad would be eligible to appear when someone searches for these types of shoes or visits a website about basketball.

  1. Go for general keywords to reach more people

If you are planning to target a large audience then select more of general keywords. However, you need to keep in mind that you might find it difficult to reach potential customers when you are adding very loose and general keywords. This is because your ad could appear for searches that aren’t always related to your company or industry. Another drawback of using more general keywords is that the competition can be high and this may require higher bid amounts.

Here is one trick, you can use…Test and find! Test general keywords and then decide which keywords give you better results. It doesn’t matter how general your keywords are but they should always be relevant to your website and ads. However, duplication of keywords should be avoided. When you use duplicate keywords in your accounts, Google shows only one ad per advertiser based on a particular keyword. For instance, if you run a large shoe store, then you go for a general keyword like ‘shoes’. By doing this, your ad would appear when someone searches for various types of shoes or visits websites that talk about fashion.

  1. Set similar keywords to ad groups

By adding a similar set of keywords to specific ad groups on the basis of your services, products or other categories, you increase the chance of showing your more relevant ads to potential customers. Suppose, if you add all your keywords and ads to only one ad group, a customer searching for ‘men’s running shoes’ may see your ad about ‘women’s tennis shoes’.

Consider this example: If you have a shoe store, you might create more than one ad group i.e one for evening shoes and the other for running shoes. Your ad group for evening shoes might include keywords like ‘evening shoes’ and ‘dress shoes’ whereas in your ad group for running shoes, keywords like ‘running shoes’ and ‘running sneakers’ are included. This way, all the potential customers could see your ad about running shoes when they search for ‘running shoes’ and not when they search for ‘evening shoes’.

  1. Pick right amount of keywords

Picking the right number of keywords is important. It is generally recommended that there are 5-20 keywords per ad group. You can have more than 20 keywords in an ad group if in case you want to. However, you have to keep in mind that each ad group should contain keywords that are related to that group’s theme directly. For example, if your ad group has the broad match type keyword ‘tennis shoes’, then your ad would be able to appear when a potential customers searched for that keyword or with any varied keywords like ‘buy tennis shoes’, ‘buy running shoes at affordable rates’ or ‘tennis sneakers’.

  1. Go for keywords relating to website or apps your customers see

You should choose keywords that are related to your websites or applications that customers see. Choosing the right set of keywords allow your ads to show on relevant websites or in apps. Therefore, go for keywords that are related to one another and also to the content your customers browse or might browse. In case, of apps, AdWords might help in extending the scope of your keywords in order to match your ads to more relevant search terms. All keywords used for Display Network campaigns are considered broad match if your ads are matched to relevant websites via your selected keywords.There is also an option of negative keywords which can help you to fine-tune your keywords. You can adjust your keywords by excluding certain keywords from ad groups that target the Display Network.

For instance, imagine you create a keyword list based on your company’s products and services as discussed above in the article. This list includes terms like shoes. Web sites about shoes would be targeted by the keywords on your list. You could also exclude the terms ‘children’ and ‘men’ to prevent your ads from appearing on sites about children and men.

These tips will help you build a keyword list and target potential customers thereby, increasing the chances of your ads being shown to a right set of audience at the right time and increasing your business sales. Try these tips and let us know if this helped you or not. You may also ask query if any. Now go get your customers!

Sakshi is a content marketer during the day and a reader by night. She writes content sprinkled with a twisted imagination. She has done her graduation in psychology from Delhi University and has an insane love for history.

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