Google Ads Keywords Basics

📌 Google Ads Keywords Basics — Complete Notes

1. What are Keywords in Google Ads?

• Definition:
  Keywords are words or phrases that advertisers choose to target.
  They tell Google which search queries should trigger their ads.

• Role:
  They connect a user’s search with your ad — showing ads to people who are actively searching for products or services you offer.

• Example:
  If you sell running shoes, you might target keywords like:
  buy running shoes, best running shoes for men, women’s sports shoes.

2. How Keywords Work

• When a user searches on Google, the algorithm compares the query to the keywords in your campaigns.

• If they match (based on match type), your ad is eligible to appear.

• Keywords compete in an auction with other advertisers' keywords.

• Factors that influence if your ad shows:
  ➜ Your bid amount
  ➜ Ad Quality Score (relevance, CTR, landing page experience)
  ➜ Competition for the keyword

3. Types of Keywords

There are four main types you need to know:

1️⃣ Broad Match

• Default type.

• Your ad may show for searches that include misspellings, synonyms, related searches.

• Example: Keyword: women's hats → can match: buy ladies hats, women’s caps.

2️⃣ Phrase Match

• Shows ads for searches that include the keyword phrase, or close variations, with extra words before or after.

• Format: "keyword phrase"

• Example: "women's hats" → matches: buy women's hats online but not hats for women and girls.

3️⃣ Exact Match

• Shows ads only for searches that exactly match your keyword or close variations.

• Format: [keyword]

• Example: [women's hats] → matches: women's hats or hat for women.

4️⃣ Negative Keywords

• Prevent your ads from showing for specific searches.

• Useful for filtering out irrelevant traffic.

• Example: Negative keyword: free → prevents ads showing for free women's hats.

4. Importance of Keyword Relevance

• Keywords must be closely related to:

  • Your ad copy (headline, description)

  • Your landing page content

• Google uses this relevance to calculate your Quality Score — higher score = better ad position at lower cost.

5. Choosing Effective Keywords

• Think like your customer:
  ➜ What would they type to find you?

• Use tools like Google Keyword Planner to:

  • Find new keyword ideas.

  • See estimated search volume and competition.

  • Forecast clicks and costs.

• Balance between:

  • High search volume keywords (more reach but more competition)

  • Long-tail keywords (lower competition, more specific, higher conversion rates)

6. Keyword Bids & Auctions

• Every keyword has a CPC bid (how much you’re willing to pay per click).

• Google runs an auction whenever a user searches.

• Your Ad Rank = Bid x Quality Score.

• Ads with higher Ad Rank get better positions.

7. Ongoing Keyword Management

• Add new keywords based on performance and search trends.

• Use the Search Terms Report to find real queries triggering your ads.

• Identify and add negative keywords to filter out wasted spend.

• Adjust bids on high or low performing keywords.

Key Takeaway

👉 Keywords are the foundation of your Google Ads campaigns.
👉 Using the right keyword types, match options, and optimization strategies helps you reach the right people, maximize your budget, and drive better results.