How to choose good keywords?

Last updated on November 24th, 2021

Keywords are the basis of Google Ad campaigns. If you choose a keyword, it means your ad will be shown to people who are searching for that keyword or related phrases.

Rule of Thumb

Please choose the names of your products or services as keywords. Try to avoid using features of your products, such as "free delivery" or "open "24/7" since then your ad will be shown to irrelevant types of searches and your target group won't find you.

A good way to validate your keywords and make sure they are relevant, is going to Google itself and typing the keyword there. Look at the results, do you think your ad will fit well on the search results? Can you imagine people typing that keyword, seeing your ad and clicking on it? 

If the answer is yes, then it is a relevant successful keyword.  


  • Think like your customer! What search terms would your target audience use to find your service or product? Look them up on Google Search.
  • Tailor your keywords toward your campaign goal and use intent-based keywords 
  • Your brand name: it is most likely the most cost-effective keyword
  • Your main service or product in variations and synonyms: these can vary in cost-per-click and once you identify the less performing and costly one, you can simply pause them.
  • Choose between 10 and 20 keywords 
  • Check out your competition to get keyword ideas
  • Negative keywords! Choose terms that are similar to your product or service but not part of your business. If you are a car glass repair shop, choose iphone-, tablet-, smartphone-, window-related keywords as your negative keywords. This way you can make sure to keep your costs down and only show up for relevant searches.
  • Regularly check the search terms your ads show for! Add those that perform well to your keywords and add those to your negative keywords that are either too expensive or unrelated.


  • Keywords that are too generic and don't relate closely to your business, such as features like "free consultation", or "online appointments". These are unique selling points but not keywords.
  • Don't be too specific! Long-tail keywords (with more than 2 terms) will most likely not generate enough search volume and won't be eligible to serve
  • You may be tempted to use your brand in combination with the street name of your location but those tend to be too specific and won't generate enough volume

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