Google Ads Keywords

Let’s Talk About Google Ads Keywords (Without the Fluff)

Ever wondered why some businesses seem to magically appear at the top of Google when you’re searching for something? It’s not magic – it’s Google Ads keywords, and today we’re going to break this down in a way that actually makes sense.

Here’s the thing: understanding Google Ads keywords isn’t rocket science. But it is the difference between throwing money into the digital void and actually getting results.

Let me explain.

What Are Google Ads Keywords? The Simple Version

Think of Google Ads keywords like fishing lures. They’re the words and phrases you choose to help catch the right customers when they’re actively searching for what you offer.

When someone types “best coffee shop in Seattle” into Google, businesses that have bid on those keywords have a chance to show up right at the top of the search results.

But here’s what most people get wrong…

Types of Keywords (Because Not All Keywords Are Created Equal)

1. Broad Match Keywords
   These are like casting a wide net. If you bid on “running shoes,” your ad might show up for:

• “blue running shoes”
• “running shoe store”
• “sneakers for running”
• And even some surprises you didn’t expect

1. Phrase Match Keywords
   More specific than broad match. Your ads only show when someone searches for your keyword phrase in the exact order, but there can be additional words before or after.
2. Exact Match Keywords
   The sniper rifle of keywords. Your ad only shows for searches that match your keyword exactly (or very close variations).

The Real Secret: Intent Matters More Than Volume

Here’s something that took me years to figure out:

A keyword that gets 100 searches a month from people ready to buy is worth infinitely more than one that gets 10,000 searches from tire-kickers.

Let’s break down keyword intent into three categories:

Informational Intent

• “how to fix a leaky faucet”
• “best time to plant tomatoes”
• These folks are just looking for information

Navigational Intent

• “Home Depot near me”
• “Amazon login”
• They’re trying to get somewhere specific

Commercial Intent

• “best plumber in Chicago”
• “iPhone 13 Pro Max price”
• These people are getting ready to spend money

The Money-Saving Truth About Keywords

Want to know the biggest mistake I see people make?

They chase high-volume keywords because bigger numbers look better in reports. But here’s the reality: those keywords are usually:

• More expensive
• More competitive
• Less likely to convert

Instead, focus on what I call “golden keywords” – they have:

• Clear buying intent
• Reasonable competition
• Specific relevance to your offering

How to Actually Choose Your Keywords

1. Start With Your Customer’s Language

• What words do they actually use?
• How do they describe their problems?
• What solutions are they searching for?

1. Look at Search Volume and Competition

• Use tools like Google Keyword Planner
• But don’t get hypnotized by big numbers
• Balance volume with intent

1. Consider Your Budget

• Higher competition = higher cost per click
• Start with lower-competition keywords
• Scale up as you prove what works

The Most Overlooked Aspect of Keywords

Here’s something hardly anyone talks about: negative keywords.

These are the keywords you DON’T want to show up for. They’re just as important as the keywords you’re targeting.

Example:
If you sell high-end watches, you might want to add “cheap” and “free” as negative keywords. This prevents your ads from showing up when someone searches “cheap watches” or “free watch shipping.”

Making Your Keywords Work Harder

The key to success isn’t just picking the right keywords – it’s about how you use them. Here’s what I mean:

1. Match Your Landing Pages

• Your keywords should appear naturally in your landing page content
• The page should deliver exactly what the keyword promised

1. Track and Adjust

• Monitor which keywords actually drive conversions
• Don’t be afraid to cut underperforming keywords
• Regularly review and refine your list

1. Test Different Match Types

• Start broader and narrow down based on data
• Use broad match modified for research
• Shift to exact match for proven performers

The Bottom Line

Google Ads keywords aren’t about gaming the system. They’re about understanding what your customers want and meeting them at the right moment with the right solution.

Remember:

• Focus on intent over volume
• Start specific and expand based on data
• Keep testing and refining

Your move now is to start small, test thoroughly, and scale what works. That’s how you build a Google Ads keyword strategy that actually delivers results instead of just burning through your budget.

And hey, if this helped clear things up about Google Ads keywords, you’re already ahead of 90% of people trying to figure this stuff out.