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3 ways finding keywords & keyword combinations for pay per click accounts

The quality of your keywords and keyword combination in your pay per click account is more important than the quantity. Good keywords and keyword combinations are some of the most important things of your pay per click account. 


Google makes it easy to get more and more keywords and keyword combinations into your account. You look at the search terms and see which keywords and keyword combinations performed well and with one click on “add as keyword” you have a new keyword in your account – broad match of course!


Broad match keywords are dangerous! You can find more about the different matching types in our know how catalogue.


The keywords and keyword combinations in your AdWords account trigger your advertisement. A good advertisement makes the user click and go to your website. You find more information about “how to set up a good advertisement” in our know how catalogue. But how do you find the right keywords and keyword combinations for your AdWords account?



1. Analyze your business

a. Brochures


Keywords for AdWords


A great source for keyword ideas is always your business brochures, mission statements, company presentations and everything else that describes your business. Read the texts and look for keywords – buzzwords. These are a solid basis for setting up a successful pay per click account.


b. Website

The keywords in your pay per click account have to work together with your website to get a good quality score. This is why your website is the most important source for keywords to add to your AdWords account.


Look which terms are often used on your website and use them as keyword combinations or keywords. You can use a keyword density tool to find often used words. Check if they describe your business, service or product right. If so, add them to your account. Once again - not as broad match!


Just for the record: Make sure your website and your companies brochures work together as well. It doesn’t affect the online marketing, but constant use of the same colors, font and pictures is professional – it is called Corporate Design.



c. News articles


Google your company. Look at articles that were written by journalists and see what terms they used to describe your product or service. Look at blogs where people discuss your product and see whether you can get keywords out of their description.


You can find links to your homepage on Google by typing in: link:


Keywords from website for AdWords


2. Analyze competitors


Call your competitors and try to learn from their sales team. Which words do they use to describe the product? Tell them to send you further information. Have a look at the brochures of your competitors, especially at the used vocabulary. If it fits, use it for your pay per click campaigns. 


If you don’t like to call them, send them an e-mail asking for further information on their service, product or company. You should use a private email account.

Use keywords that your competitors use for your own search engine marketing campaigns.


3. Use Google tools


The Google Keyword Tool is one way to get ideas for new keywords and keyword combinations. 


Google offers you “Advanced Options and Filters”. These filters are very important!



Make sure that you have the correct location and language settings before getting started finding new keywords. Especially the language is important. 

The filters are even more useful if you are using the keyword planner tool. You can read more about the keyword planner tool in our free AdWords know how catalogue.


The keyword planner tool give you three options on the basis of the keyword ideas.



a. Use own ideas as basis

You can type in your own words or phrases and let Google roughly estimate the monthly searches. They also show if the competition on this keyword or phrase is high or low. And they show keyword ideas. The keyword ideas can help you to think outside the box a little. Try to add some of the keywords as “phrase” or “exact” match in your account. 


Google always tries to get you to use broad match keywords. We recommend using broad match type only if you are a Google AdWords expert and / or you look into the account at least once a day. Otherwise, the risk of getting a lot of useless traffic is just too high.


b. Let Google scan your website

The easiest way to get new ideas is to let Google scan your website.

Just type in your websites URL and let Google do the rest.


Crosscheck the keywords Google shows with your website. Does the keyword or keyword combination make sense? If it does, use it. But be careful! Don’t use it broad matched. Use it either as “phrase” or [exact] match. 


c. Select a category


You can also get new ideas by selecting a category. Click on the category search field and use the drop down menu to choose the category your business is in. This might be the broadest way to get new ideas. We recommend doing this only if you already have good running campaigns with all the keywords and phrases you could think of. It helps to get new ideas but again: don’t use the keywords broad match.


Google will show up to 100 keyword ideas.



Now you have a good overview, how to find new keywords and keyword combination or phrases for your Ad Groups in Google AdWords.


Google offers more tools then the keyword tool. The keyword planner is new and you will find more information about the keyword planner in our free know how catalogue.


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