A Step By Step Guide To Keywords Research and Ads For Google Adwords

I am going to explain a Keywords Research through a guide “A Step By Step Guide To Keywords Research and Ads For Google Adwords“. Before reading this Keywords Research guide, You should read “Complete guide to Keyword Research for SEO“. This will give a good idea about keywords. If you already know the basics of Keywords you may skip it.

Let’s start and Login in Google Adwords Account through your Gmail Id. If you haven’t Adwords account or if your account hasn’t set properly, Please read “Google Adwords Tutorial: A Step-by-Step Guide to Your First Campaign“.

In this tutorial, we will use Excel sheet to collect Keywords for Google Ads.

Step 1 (Guide To Keywords Research and Ads For Google Adwords): Work In Details With Keyword Research

Keywords are some words or phrases which are using by Audience in Search engine for example, “best Nike shoes”, “Best Digital Marketing Institutes in Delhi”, or anything.

So, Behave like a fisherman and put your net at the right place, at the right time and catch your fishes. Keywords selection is a fundamental process to get success to a paid search or PPC(pay-per-click) and SEO practices.

Before moving towards Keywords research, Let’s start from the beginning for a better understanding.

When someone searches on Google, Your ad could appear when your keywords match with search keywords. A great keyword list can help to improve the performance of your ads and help to avoid higher prices. So, you should add match types to your keywords to help to appear first.

The Best Keywords Strategy

1.Choose Keywords Carefully

  • Include terms or phrases that your customers would use to describe your products or services
  • Make sure your keywords directly related to the theme of your ad and page you’re directing
  • Keywords of two or three words tend to work most effectively.

2.Group Similar Keywords

  • Try grouping your Keywords into themes
  • These themes can be based on your Products and Service

3.Pick The Right Number Of Keywords

The most advertisers find it useful to have somewhere between 5 to 20 Keywords per Ad group and target high volume and low competition Keywords.

What are the Different Keywords Match Types:

We can plan Keywords through different match type option. Sometimes, it is risk management option, and by using controlled version of the match we are lowering our risk and save money on unwanted clicks.

Here are 5 type of “Match Type” and We will understand by example: Nike Shoes

Keywords Research and Ads For Google Adwords

1. Broad Match: Nike shoes

Nike shoes, Nike show, Footwear Nike shoes, Boots, Slippers, Sandals, Bellies

2. Phrase Match: “Nike shoes”

Sale Nike shoe, Buy Nike Shoe, Nike shoe Delhi, Nike shoe discount

3. Broad Match Modifier: +Nike +Shoe

Nike shoe, Nike shoes, Sale Nike shoe, Buy Nike shoe, Nike Delhi, Nike shoe discount, Nike is the best shoe

4. Exact Match: [Nike Shoe]

Nike shoe

5. Negative Match: Searches without the term 

Review, comparison, How to make, want to learn, Leather

Now, let’s start keyword research step by step through an exampleVegetarian Indian Restaurants

1. You can get some ideas from Google search engine and make your excel list better like as:

Keywords Research and Ads For Google Adwords

2. Go to Google Adwords Dashboard and click on tool option and then open “Keyword Planner Tool” and “Search for new Keywords using a phrase, website or category”

Keywords Research and Ads For Google Adwords

If you are targeting a niche market and getting lower search volume, you can put all details like as:

Keywords Research and Ads For Google Adwords

You can select predefined ad groups which are relevant or can download the complete keyword list in excel and sort key phrases & create custom groups.

Keywords Research and Ads For Google Adwords

Note: Personally, I Recommend to use predefined ad groups and weed out the key phrases which are not relevant.

3. You should separate all keywords according to your business and always choose those keywords which have low competition and good search volume. Make a different list to Negative key phrases and don’t waste money on it.

4. You could be added modifier broad match along with phrase match.

For our ‘Classic Chocolate Bakery’ example here are few ad groups :

 Chocolate Gift

“chocolate gift boxes”
+chocolate +gifts
“chocolate gifts online”
“chocolate gift baskets”
“chocolate gift packs”
“gift chocolate online”
+homemade +chocolate +gift packs
“chocolate gifts online”
+chocolate +gift +box
“online chocolate gifts”

Handmade Chocolates

+handmade +chocolate
“handmade chocolates online”
“handmade chocolate gifts”
“handmade chocolate online”
“handmade chocolate boxes”

Bouquets Online

+chocolate +bouquet +online
“chocolate bouquets online”
“chocolate bouquet online India”
“online chocolate bouquet”
“buy chocolate bouquet online”
“send chocolate bouquet online”
“chocolate bouquets online India”

Chocolates Delhi

“homemade chocolates in Delhi”
“homemade chocolates Delhi”
“chocolate bouquet online Delhi”
“chocolate bouquet Delhi”
“send chocolates online Delhi”
“buy chocolates online Delhi”
+chocolates +online +delhi”
“best chocolates in Delhi”
“order chocolates online Delhi”
“chocolate online Delhi”
+chocolates in +delhi

Handmade Gifts

handmade +gifts
“handmade gifts for friends”
“handmade gift”
“best handmade gifts”
“easy handmade gifts”
Now the excel sheet is ready with required ad groups. 

Some Useful tips:

Here is a great video to understand about keyword planner:

  • If you’re targeting a market through some keywords which have low search volume then don’t use ‘Broad Match’.
  • You should use some informative key phrases like how to make chocolate, how to make homemade chocolate, best chocolate recipe, These kinds of phrases may not convert lead instantly but may be converted in future.
  • Don’t add more than 15-20 keywords into one Ad group, it’s a bad Ad group practice. And Don’t add duplicate keywords.

Step 2 (Guide To Keywords Research and Ads For Google Adwords): Conceptualize Your Ad Copies

The relevant keywords over target audience and create clickable Ads. Put catchy message that connects customers and visit your landing page.

Some Guidelines: 

Always follow the best practices to create ad copy:

  • Highlight – Unique Value Proposition (UVP)
  • Include at least one of your keywords in your ad text
  • Tell your customers what they can do
  • Highlight what makes your business, product, or offer unique from your competition
  • Include prices, promotions, and exclusives
  • Wise use of Display URL

Below some sample text ads for our ‘Classic Bakery’

 Example 1: 

Homemade Chocolates
Special Diwali & Wedding Gifts
Flat 10% Discount, Order Today!

Example 2: 

Buy Chocolate Bouquets
Special Homemade Chocolate Gifts
Free Shipping on Orders above 499!

Example 3:

{keyword: Homemade Chocolates Online}

Diwali, Corporate, Wedding gifts
Specialists in customized, Order Today!

Step 3 (Guide To Keywords Research and Ads For Google Adwords): Check Keyword Performance

You can see the actual search terms that drove traffic to your ads through your keywords and if you see any irrelevant terms are triggering your ads, you can add these as negative keywords to prevent your ads from showing on these terms. The last thing is to monitor your quality score of keywords.


I have covered all the basic points in this guide “A Step By Step Guide To Keywords Research and Ads For Google Adwords“. So, before publishing your Ad Group, Test your ads through Ad preview section which are available in Google Adwords. Try your best.

Thank you!


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Dp Vishwakarma -Digital Entrepreneur

Hi, I am Dp Vishwakarma a Digital Marketing consultant and SEO expert based in New-Delhi, India. I work with new startups, entrepreneurs, freelancers, and bloggers. I am a Professional Blogger and I write, speak, and consult mostly about How to blog tips, SEO news, products reviews, Inbound Marketing, Social Media marketing etc.

8 thoughts on “A Step By Step Guide To Keywords Research and Ads For Google Adwords

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