Study first
Review the ideas behind the questions
These notes help you connect keyword choices, match types, search terms, negatives, and campaign structure.
Keyword planning
Keywords connect Search ads with the words people use. A useful keyword list starts with terms that match the product, service, and customer intent.
- Keyword Planner can help discover keyword ideas.
- Keyword Planner can show search estimates and cost estimates.
- Similar keywords usually belong in tighter ad groups.
- A keyword that is too broad can bring irrelevant searches.
Match types and negatives
Match types control how closely a search needs to relate to the keyword. Negative keywords help block searches that are not a fit.
- Broad match can reach related searches.
- Phrase match can match searches that include the meaning of the keyword.
- Exact match gives tighter control than broad match.
- Negative keywords help exclude terms that do not fit the offer.
Search term cleanup
The search terms report helps marketers see real searches that triggered ads. It is useful for finding both new keyword ideas and irrelevant terms to block.
- Search terms are not always identical to the keyword list.
- Relevant converting searches can become keyword ideas.
- Irrelevant searches can become negative keywords.
- Quality Score is a diagnostic tool, not the main goal.