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9 Tips To Build a Killing Google Ads Keyword List

The core object of a paid campaign is purely based on Keywords. If you wish to reach out to a bigger audience, you can select more keywords to work on. However, some experts prefer to use beneficial keywords in a campaign setup.

The first step to bringing more conversions and sales via your campaigns is to design a list of Keywords that are suitable for the business.

Talking about keyword selection and making a list of them is not meant to expand the list blindly. Keyword relevancy is the key, adding up the keywords that reflect your services or products can bring you relevant traffic and results. But in some cases, most businesses are extensive and you can have a list of thousands of keywords, even if you are using relevant keywords.

Some tips to build a killing Google Ads keyword list:

  • Use Keyword Tool.
  • Use LSI keywords.
  • Combine synonyms and spellings.
  • Merge Two keywords.
  • Create match-type keywords.
  • Use relevant Local keywords.
  • Improve keyword list.
Google Ads Keyword

Let’s discuss multiple sorts of match types in Google Ads. Here we have four match types in Google Ads:

  1. Broad Match: Exhibits complete outcomes connected to the keywords and search query.
  2. Phrase Match: Brings the outcomes in which the keyword is available in the phrase.
  3. Exact Match: Exhibits the outcomes that perfectly correspond to the keyword, even the relative alternatives
  4. Negative Match: Controls campaigns from the search results that are based on a specific keyword.
broad match vs phrase match

Broad match:

Formalize the complete list of broad-match keywords that are counted in your ads. Using keywords that are broadly fitted norms that your ad will emerge in search results with every related keyword available. It might give you extra reach, while it might be harmful as it is visible to an audience that is not interested in your services or products.

For Instance:

The keyword “cleaning service”, can bring your ad into search results against these terms: emergency cleaning service, cleaning tips and tricks, how to clean a sofa, cleaning benefits and cost & etc.

Being an expert with Google Ads, DigiCodz will suggest you not use broad-match keywords for any campaign. This will not only blows the budget out of your campaign but also can be extremely harmful to your website.

Phrase Match:

The keyword that should be part of a search query for a campaign to be launched, is known as Phrase match keywords. Yet, your expert might need to re-examine the list of keywords and sort out the relevant and negative keywords just to be secure from the irrelevant audience.

For Instance:

Again the keyword: is “cleaning service”, you should use such terms for your ad as: “cleaning service”, and “cleaning service near me” but try to ignore such words: as “cleaning emergency service” etc.

The latest news from Google around the broad match and phrase match keywords are that Google has merged the Phrase Match Modifier with Broad Match Modifier. This indicated that to activate your campaign, one must utilise phrase-match keywords, that should be exactly like the search queries. The hierarchy of the keywords can vary, you can operate with additional words, in the end, in the middle or at the start of the keyword.

For Instance:

The keyword “Cleaning Service” again, can be used for the ad like “cleaning emergency service” or “professional cleaning service”, but it can’t be used as “clean the sofa” or “cleaning tips”.

Exact match

While triggering an ad, the exact match keywords provide full authority to control it. DigiCodz’s professionals will suggest that you design a complete and large list of exact-match keywords for your campaign.

For Instance:

The keyword [cleaning service], will just show an ad for “cleaning service”, and it will not display your campaign against the keyword “cleaning service near me” etc.

Close Variants:

An extremely valuable piece of information you should keep an eye on is that when you trigger your ad, Google will also display the ad for close variants as well. Most of the close variants are based on misspells, functional words and plurals. Plus, this is not added as default you can’t find any settings to turn it off.

The solution is simple but a little time-consuming as well but can save you from overflowing the budget with useless clicks. Creating a list based on negative keywords in which you can put all the keywords you don’t want to focus on and add them to the campaign.

negative match keywords

Negative Keywords:

The list of keywords that are utilised to secure a campaign to get triggered for a particular keyword is known as Negative Keywords. The primary task before running a campaign is to put a large list of Negative keywords. To collect the list of negative keywords you can utilise every possible match type either broad, exact, phrase or normal keywords.

Let’s move forward to the tips for assembling a killer Google Ads keyword list.

Tip 1: Utilise Google Keyword Planner Tool:

Starting with the keywords list, the Google Keyword Planner Tool is a highly suggested tool by the market. The tool is available right in the Google Ads account plus it’s totally free to use. Put your phrase in the search option, and Google will suggest you a large list of relative keywords. These keywords will contain average CPC, average monthly volume and most importantly the competition.

An alternative function we have here is that we can put a website link and Google Keyword Planner Tool will do the analysis and update the results with recommended keywords.

Tip 2: Google yourself!

Have you ever imagined what your client writes in the search box? What they are seeking around and why? You should consider this and find out for yourself!

If you don’t have any idea how to begin, then follow the simple step and make search for the service or product in Google search and you will see the suggestions. Have you ever glimpse that as you start typing, a drop-down appears with better recommendations? And you can use such terms as keywords while setting your ads.

Google Ads Keyword

Tip 3: Keep An Eye On Multi-Spells And Plurals

Right, Your campaign will by-default will trigger your ad against the miss-spell, plural or any possibly related keywords.
Yet, don’t you assume that it would be very significant to stay in complete command yourself and able to manage the bids for any relative or plural keywords? From my background, I understand that keyword like “cleaning service” and “cleaning services” contains a huge difference in performance. It would be worth putting some extra effort into separating such terms from your ad.

Tip 4: Merge The Words

There are thousands of methods that how people can search a single query on the internet. And being an expert, you should consider every aspect you can work on. Thus, after some analysis, you should ponder adding those combinations of keywords into your campaigns. In short, if you operate with the keywords “plumbers Sydney” you should count “Sydney plumbers” in your ads.
You can discover some amazing keyword-merging tools online, that will make the process straightforward for you.

Tip 5: Use Various Keyword Match Types

This a great technique to get complete control over your campaigns and keywords. With the proper use of keyword match types, you own complete control over your ads to appear for which specific keywords. By merging all types of keywords whether they are negative, phrased or exact types your campaign can touch the sky.

Have you observed I have skipped one match type? Precisely, I have kicked broad match keywords above. Because they contain a lethargic audience. Alternatively, you can merge keywords and make a long-tail keyword that can even capture a better audience but also the relevant one.

Tip 6: Analyse Handy Data

Oh okay, have you already been operating a Google Ads campaign? What fine news to hear, let’s explore the existing information and utilise it for the benefits.

In the Google Ads account, the most important and very beneficial report that one can operate with is the Search Terms report. Within the keyword tab, you can see this report. Lately, this was known by the phrase Search Query Report.

This approach is a very practical facade to enhance your key phrase list for your ads. The key phrase from these Search Terms will deliver more clicks on your campaign.

Don’t know how to check if the search queries have existed in your account then you should look for Added/Excluded column, and if it’s now added you will see “None”. These phrases have great potential and you should consider these keywords.

Google Ads Keyword

Tip #7: Operate With Local Keywords

Working with local SEO keywords is an outstanding approach for improving the appropriate traffic. You can add location with the key phrase, which might include the suburb, city, or country. For instance, the key phrase “cleaning service Sydney” or “cleaning service Australia” can bring leads to your business.

Tip 8: Split Out into Relevant Ad Group

Try to split out your list of key phrases to use in multiple ads, using a complete list in a single ad group would not be recommended. You can run limitless campaigns and can assemble as many ads and campaigns as you planned to work on. Creating multiple ad groups will be very worthwhile.

The reason behind dividing campaigns into relevant ad groups is to consider it comfier to control your campaigns. Plus, you can write even more appropriate ad documents for every ad group.

Google Ads Keyword

Tip 9: Optimise Your Keyword List

It will not prevent you whenever you cast an ad. With a complete analysis of information, you can constantly pinch your ads after setting up the list of keywords.

As per this data, you can stop working on unproductive key phrases. You can search for new keyword possibilities by analysing the Search Term report and also analysing the lower click-through rate.


Suitable key phrases are a vital aspect while driving your ads. And with this, you can catch either your campaign running successfully or you are required to make some changes.

After making your ad go live you should always look after the keyword list. With available facts, you can remove the ineffective keyphrase from your ad. And if you face issues setting up the campaign or not reaching the leads you should consider reaching out to a Google Ads agency for better results.

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Michael Pikoo
Michael Pikoo

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