Where to find the right keywords to add
Posted: Wed Apr 23, 2025 5:33 am
The keyword [shoes] will be too broadly targeted and expensive.
The keyword [hiking shoes] is a bit better. Now, your hiking shoes ad and landing page will be more closely related, and you won’t be competing against advertisers who use [shoes], “shoes” or +shoes as a keyword..
But let’s go longer, with [hiking shoes online], [red hiking shoes online], and [online sale on hiking shoes]
Now that’s better. Imagine an ad group called “hiking shoes lithuania phone number lead online” that contains these keywords and displays a perfectly matching ad and landing page. Such ad groups allow you to write more accurate and better-targeted ads.
Better targeting means a higher CTR (and ITC), which means a higher quality score, which means lower bids.
This is exactly why I started off by saying this is something you should always aim towards, but especially when lowering your Google Ads budget. With high budgets, you might want to go broader to gain more brand awareness or more conversions, even at a higher price. When lowering your budgets, you want to get the most conversions at the lowest price possible.
I’ll start by telling you where not to find them: the Google Keyword Planner tool. There are two reasons for that:
The keyword [hiking shoes] is a bit better. Now, your hiking shoes ad and landing page will be more closely related, and you won’t be competing against advertisers who use [shoes], “shoes” or +shoes as a keyword..
But let’s go longer, with [hiking shoes online], [red hiking shoes online], and [online sale on hiking shoes]
Now that’s better. Imagine an ad group called “hiking shoes lithuania phone number lead online” that contains these keywords and displays a perfectly matching ad and landing page. Such ad groups allow you to write more accurate and better-targeted ads.
Better targeting means a higher CTR (and ITC), which means a higher quality score, which means lower bids.
This is exactly why I started off by saying this is something you should always aim towards, but especially when lowering your Google Ads budget. With high budgets, you might want to go broader to gain more brand awareness or more conversions, even at a higher price. When lowering your budgets, you want to get the most conversions at the lowest price possible.
I’ll start by telling you where not to find them: the Google Keyword Planner tool. There are two reasons for that: