Last Updated on March 26, 2025

Effective Keyword Research & Structuring

Keywords connect the right audience to your ads by aligning with user intent. As digital marketers, our role is to match client services with relevant search queries using tools like Keyword Planner.

Ad Group Structuring

Maintain a consistent keyword theme within each ad group. For example, if the theme is “running shoes,” ensure all keywords align. If an ad group has 40+ related keywords, consider splitting it into more specific groups like “marathon running shoes” and “track and field running shoes.” Always tailor ad groups to the client’s offerings—avoid keywords for products they don’t sell.

Keyword-Level Settings

At the keyword level, you can adjust Max CPC (for manual bidding or Maximize Clicks) and match type. Google Ads offers five match types: negative, exact, phrase, modified broad, and broad. Understanding these options is key to optimizing campaign performance. Learn more from Google about Keyword Match Types.

Keyword Match Types & bids

Keyword Match Types

Keyword Match Types

Broad

Broad match keywords can trigger ads for related searches, even if they don’t contain the exact terms. Google recommends broad match for Smart Bidding, but use caution—its wide reach can lead to irrelevant searches and wasted spend.

To add a broad match keyword, enter it without any symbols.

Broad Match

Phrase

Phrase match balances volume and precision, making it Sebo’s default for new keywords. Ads appear in searches that include the keyword’s meaning.

To add a phrase match keyword, use quotation marks around it.

Phrase Match

Exact Match

Exact match ensures ads appear only for searches with the same meaning or intent as the keyword, offering greater control over your keywords.

Use square brackets to add an exact match keyword.

Exact Match

Keyword Intent