Running ads online isn’t just about spending money and hoping for the best. It’s about showing your message to people when they’re already looking for what you offer. This process relies mostly on—you guessed it—keywords. Whether you’re using Google Ads or other paid services, understanding how keywords work is essential for getting the most out of your advertising budget.
Let’s break it down. In PPC (Pay-Per-Click) advertising, a keyword is simply a word or phrase that represents what someone types into a search engine when they’re looking for something. Advertisers choose what keywords they want their ads to show up for, and then pay when people click on the ad.
Example:
If you sell running shoes, you might target keywords like “running shoes for men” or “buy running shoes online.” When someone searches for those terms, your ad can show up as part of Google Ads or other paid platforms.
Importantly, a keyword isn’t always exactly what a customer types. The search query is what the user enters, and keywords are what advertisers choose to target. They overlap, but they aren’t always identical.
Why do keywords matter so much? Here’s why:
Keywords directly affect who sees your ad. If you target the right terms, your ad gets shown to people actively searching for what you offer.
They help make paid services efficient. A campaign with well-chosen keywords brings in visitors ready to buy or engage.
The better your keyword match with search intent, the more likely your ad leads to conversions rather than wasted clicks.
Spending on “good” keywords means your ad budget goes further, and every click you pay for is more likely to matter.
Not every keyword works the same way. Here are the main categories:
Branded Keywords: These are your business or product names (e.g., “Nike running shoes”). If someone searches for your brand, they’re likely interested.
Competitor Keywords: Terms related to rival brands. Bidding on these can attract customers from competitors, though it can be more expensive.
Generic Keywords: Broad words like “running shoes” or “buy shoes online.” These often have a lot of search volume but can be costly and not always targeted.
Long-Tail Keywords: Longer, highly specific searches, such as “best cushioned running shoes for flat feet.” These often have less competition and attract more qualified leads.
Negative Keywords: Words you don’t want your ad to appear for, like “free” if you only sell paid products. These help prevent wasted budget.
Informational, Commercial, and Transactional Keywords:
Informational: searches looking for information (e.g., “how to choose running shoes”)
Commercial: searches comparing or exploring products (“best running shoes 2025”)
Transactional: keywords that indicate a purchase intent (“buy running shoes online”)
When you set up a PPC campaign, you decide how closely the searched term must match your keyword for your ad to show. Here are the main types:
Broad Match: Your ad shows for searches that include any words in your keyword, in any order, and even for related topics. Example: targeting “running shoes” can trigger for “best sneakers for jogging.”
Phrase Match: The ad will appear for searches that contain your keyword phrase, with words before or after. “Running shoes” matches “best running shoes for men.”
Exact Match: Only shows when someone types your exact keyword, or very close variants. You get maximum control, but less reach.
Negative Match: Used to block your ad from showing for unrelated terms (“cheap” or “free” if you want only buyers).
Choosing different match types helps balance reach and precision—broad for traffic, exact for quality, and negative keywords to stop irrelevant clicks.
Successful PPC starts with solid keyword research. Here’s how to approach it:
Get clear on your audience and goals
Think: Who are you targeting? What are they searching for? Are they looking to buy right now, or just browsing?
Brainstorm initial ideas
Write down seed keywords—obvious terms related to your business, products, or services.
Use keyword research tools
Google Ads Keyword Planner, SEMrush, and Ahrefs all help you discover search volumes, competition levels, and new keyword ideas.
Study your competitors’ ads
See which keywords look like they’re working for others in your space. Sometimes, competitor research uncovers untapped opportunities.
Consider intent and potential ROI
Prioritize keywords with the right balance of intent and competition. High-intent, low-competition keywords tend to offer the best returns.
By investing some effort in keyword research, you lay the foundation for a smart, effective digital marketing campaign.
It’s not enough to have a big list of keywords. You need to group similar ones together and organize them into logical ad groups. Here’s why:
Higher Quality Scores: Google Ads rewards well-structured campaigns with higher relevance and lower costs.
Better Ad Copy: You can tailor your ads specifically to each group, making them more appealing to searchers.
Improved Landing Pages: Direct visitors to landing pages that match their search intent, improving conversions.
Imagine running ads for both men’s and women’s running shoes—you wouldn’t want to send both groups to the same generic page. Grouping helps make your paid services smarter and more personal.
Launching your campaign is just the start. To get the best results:
Track Performance Regularly: See which keywords are driving clicks, sales, or sign-ups.
Refine Your Keyword List: Add new keywords that perform well. Pause or remove underperforming terms.
Adjust Bids: Increase bids on profitable keywords, decrease or pause those that eat budget without results.
Keep Negative Keywords Updated: Monitor queries triggering your ads and add new negative keywords to control costs.
This ongoing management is where a lot of your PPC success truly happens. Use real data—not just instinct—to keep improving.
People often waste money on PPC by making avoidable mistakes:
Forgetting Negative Keywords: Not blocking irrelevant searches can quickly waste your budget.
Over-focusing on Volume: Targeting high-traffic, low-intent keywords might bring visitors, but not buyers.
Ignoring Regular Updates: The market changes. Your keyword list should, too. Set regular check-ins to update and improve your campaigns.
Keywords are the connectors between what you offer and what people want. In PPC campaigns—especially those run through Google Ads and other paid services—they are the heart of reaching the right audience. Smart keyword research, careful grouping, and regular optimization make your digital marketing budget work harder and deliver better results.
Remember, great PPC isn’t about having the biggest list of keywords. It’s about understanding your customers, predicting their searches, and using that knowledge to guide your paid services. Every successful campaign is built on empathy, strategy, and a willingness to keep learning and adjusting along the way.