If your ad is more general

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The more specific your offer, and the more specific your customer, the more specific your keywords should be. Say you’ve got a surplus of women’s Nike runners in size eight you need to sell. Your ad will likely be just what someone searching for “women’s size eight Nikes” or “women’s Nike running shoes on sale” is looking for. Note that getting too specific may narrow your search opportunities, so you’ll have to find the right balance between being super-targeted and using terms with enough search volume to get in front of people.

Bid on broader keywords if you want to reach more people., it c Cape Verde Email List an apply to more people and be relevant to a more general search. Keywords with higher search volume have tougher competition and can be pricier to bid on, though, so play around with broad keywords that are both relevant to your offer and give your ad a decent chance to be noticed. If you’re into outsourcing to robots, Google offers a tool called Smart Bidding that uses machine learning to bid on keywords and optimize your ads for conversion.



Expert tip: “Keyword research is not a “set it and forget it” exercise. It’s a continual process of expansion (finding more keywords to test) and refinement (culling keywords that underperform) that requires attention on a regular basis. Google Keyword Planner is great for medium-to-high volume keywords, but niche targets may require a little more digging: Google Search Console for organic search queries, interviews with current customers, sales teams, and industry experts, Competitive intelligence tools such as SEMRush or Spyfu, and Google Trends data.