What keywords should I choose for my campaign in Google AdWords?

The keywords you choose for your campaign in Google AdWords should be relevant to the products or services featured in your Google ad. You should include all popular variations of those keywords to match the multitude of ways people search for your products or services, including slang, idioms, colloquialisms and alternate grammar.

First and foremost, any keywords you choose to trigger your ads should be as relevant as possible to your ads and your website landing page. The reason being, Google will assign your keywords a quality score, which is based upon the relevance of your keywords. Your quality score goes a long way to determine how often your ads get placement and how much you will be charged.

To find the most relevant keywords for your ad campaigns, start with the specific product or service you are offering. You can then use the Google Keyword Tool to help you search for variations on that product or service which you can use as your own keywords. The Google Keyword Tool will show you not only dozens of variations on your keywords, but also how often each keyword gets searched. Naturally, you’ll want to choose relevant keywords that are commonly searched. Make sure you consider the various ways someone might be searching your product or service, including slang, idioms, colloquialisms and alternate grammar.

As an example, imagine you are advertising services for Google AdWords copywriting. Here are some examples of which keywords you might choose for your ads: “Google AdWords copywriting,” “AdWords copywriting,” “copywriting for AdWords,” “AdWords expert,” “AdWords specialist,” “Help with AdWords,” “AdWords copywriter,” “AdWords writer,” “Writer for AdWords,” etc.

See: What makes people instantly click Google Ads now?