With the introduction of the Keyword Planner, Google Ads presents one of the most important tools in keyword research. Putting together certain keyword sets and including them in your ad lays the foundation for reaching the right audience. As time-consuming and detailed as this initial research may be, it’s still only the first step – keywords must be regularly analyzed and improved in order to optimize Google Ads. So be sure to explore data and statistics on your keywords regularly (cost, impressions, average position, etc.) and filter out the ones performing poorly.
The keyword match types also require regular care. While you should choose the match types ‘exact match’ and ‘phrase match’ at the beginning of the campaign or when faced with a very limited budget, in the long term, the types ‘broad match’ or modified broad match’ will prove to be a more interesting choice. The latter types mean that your ads are also displayed on searches that are only roughly the same as your keyword phrases. In this case, it’s critical to define negative keywords that will be excluded from the search.