Keywords, match types and negatives
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In this lesson you’ll learn to
- My keywords show buyer intent
- I start with exact and phrase match
- I have a negative keyword list before launch
- Ad groups are tightly themed
- I review search terms weekly
Finding keywords
Use Keyword Planner, your website, competitor research and customer language. Focus on commercial and transactional intent: “quote”, “near me”, “cost”, “best”, “emergency”, “company”.
Match types
• Exact [keyword] — searches with the same meaning.
• Phrase "keyword" — searches that include the meaning of your phrase.
• Broad keyword — related searches; works best with smart bidding and strong conversion data.
Start with exact and phrase on a new account; test broad once conversions are tracked and data builds.
Negative keywords
Block irrelevant searches: “free”, “jobs”, “salary”, “DIY”, “course”, “cheap” (if you are premium), competitor names (unless deliberate).
Ad group themes
Group 5–20 closely related keywords per ad group so ads and landi
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