Select specific keywords to target specific customers
Select more specific keywords that directly relate to your ad's theme if you want to target customers who may be interested in a particular product. Using more specific keywords would mean that your ad only appears for terms that apply to your business. But keep in mind that if the keywords are too specific, you might not be able to reach as many people as you'd like.
Example
If you sell men's athletic footwear, you might choose specific keywords like "men's basketball shoes, " a type of shoe you offer. That way, for example, your ad would be eligible to appear when someone searches for these types of shoes or visits a website about basketball.
Select general keywords to reach more people
Select more general keywords if you'd prefer to reach as many people as possible. Keep in mind that you might find it difficult to reach potential customers when adding very general keywords because your ad could appear for searches that aren't always related to your business. Also, more general keywords can be more competitive and may require higher bid amounts.
Test general keywords, and then decide which ones give you better results. No matter how general your keywords are, they should always be relevant to your ads and website. However, you should avoid using duplicate keywords in your account because Google shows only one ad per advertiser on a particular keyword.
If you're a large shoe store, you might choose a general keyword like "shoes." That way, for example, your ad would be eligible to appear when someone searches for a wide variety of shoes or visits websites about fashion.
Group similar keywords into ad groups
To show more relevant ads to potential customers, group your keywords and ads into ad groups based on your products, services, or other categories.
If instead you add all your keywords and ads to one ad group, a customer searching for "women's evening shoes" may see your ad about "men's tennis shoes."
If own a shoe store, you might create 2 ad groups: 1 for running shoes and 1 for evening shoes. Your ad group for running shoes could include ads with keywords like "running shoes" and "running sneakers." Your ad group for evening shoes could include keywords like "evening shoes" and "dress shoes."
That way, potential customers could see your ad about evening shoes when they search for "evening shoes"—not when they search for "running shoes."
Pick the right number of keywords
We recommend 5 – 20 keywords per ad group. Although, you can have more than 20 keywords in an ad group if you want. Remember, each ad group should contain keywords that directly relate to that group's theme.
Your keywords will automatically match variations such as possible misspellings or plural versions. So you don't need to add those.
If your ad group contained the broad match type keyword "tennis shoes, " then your ad would be eligible to appear when someone searched for that keyword or any variation of the keyword such as "buy tennis shoes, " "running shoes, " or "tennis sneakers."
Choose keywords that relate to the websites or apps your customers see
On the Display Network, your keywords allow your ads to show on relevant websites or in apps. Choose keywords that are related to each other and that are related to the content your customers browse.
Since your ads are matched to relevant websites using your keywords, all keywords used for Display Network campaigns are considered broad match. You can fine-tune your keywords by excluding certain keywords from ad groups that target the Display Network.
Imagine you create a keyword list that includes terms related to boots. Websites about boots would be targeted by the keywords on your list. You could also exclude the terms "ski" and "snowboard" to prevent your ads from appearing on sites about winter sports.
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