How do I put Google keywords?

You have difficulty optimizing your keywords from your Google Ads campaigns.

You’re not alone!

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Indeed, optimizing your Google Ads keywords is a rather difficult topic.

We can quickly find yourself making a funny head with Google Ads, like the gentleman I chose in the front page, to illustrate my article!

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Because between the different types of correspondence, one gets lost quite quickly.

What Laurent confirmed to me yesterday:

For an entrepreneur starting in Digital Marketing, optimizing the keywords of their Google Ads campaigns is a challenge in itself. I think a simple and practical article on this topic would be interesting for your Audrey blog!

We agree.

Because between a well-optimized Google Ads campaign and a quick campaign, it’s often 20 or 30% more advertising spending!

And 30% of budget lost every month, it is at the end of the year 4 monthly budgets gone in smoke…

The subject is therefore not trivial 🙂

In this article, I will introduce you to two very important things:

  • The types of correspondence offered by Google Ads,
  • The strategy recommended to achieve optimized and effective keywords.

We will make a little detour to the Search Terms, a very useful tool!

Optimize your Google Ads keywords with matching types

With Google Google Ads, you work finesse with keywords.

Obviously, you have an account on Google Ads.

Surely you’ve already launched your first campaign, including adding ads and keywords.

Let’s quickly resume how to add keywords to an existing ad group.

Add keywords to a Google Ads ad group

My goal here is to save you time on this somewhat technical aspect of Google Ads.

Once logged in to your Google Ads account, click on the campaign of your choice and you will get the following screen (on my account):

Then click on the ad group you are interested in (in my case: “Angle Find Customers”).

You arrive directly (as above) on the list of keywords for this ad group. Practical!

In 2 clicks, you will find the keywords that interest you.

It remains only to click on the big blue button with a “ ” in it to add new keywords to this ad group:

In the image above, you see a rather large text box to insert your keywords.

It is always possible to populate keywords by hand in this text box.

But Google Ads also offers right a small tool to find ideas for keywords whose operation is very simple:

  • Fill in a keyword then click “Enter” on your keyboard,
  • Similar keywords are displayed,
  • Click on the “ ” button to add those that hold your attention in the text box on the left.

Once you have established your keyword list, click “Save” to validate all of these keywords in your ad group.

And here, adding new keywords is no longer complicated than that.

Understanding the concept of “synonym” by Google Ads

In theory, Google Ads should show your ads when one of the keywords you bid on is typed by a user.

But the reality is a little different.

For each of your keywords, Google Ads establishes a list of keywords with a meaning similar.

Google Ads names them as “variants close to a keyword”. It’s a bit of “synonyms.”

In this case, Google Ads also uses these variants to show your ads.

Here’s how Google Ads defines the notion of synonymous keywords (or similar variants).

  • Spelling mistakes,
  • Singular or plural forms,
  • Related words (for example, dress and dress),
  • Abbreviations,
  • Accents,
  • An expression whose words have been reorganized but having the same meaning (for example, and),
  • Adding or removing functional words. Functional words are prepositions (as in or for), conjunctions (like or but), articles (like one or the), and other words that do not influence the research intent. For example, is a variant close to, where the functional word “for” was deleted.

You have so above the set of cases where Google Ads is likely to change your keywords a little, good to know!

Go further with the types of correspondence

OK, you have now added keywords.

But for now, you have added them “broadly”.

Let’s see what that means, by browsing the different types of Google Ads keyword matching.

As Loric Sacarrère, a Google Ads specialist, tells us, in his guide to types of correspondence, there are 2 dimensions to distinguish well:

  • On the one hand, the keyword you specify in Google Ads and you want to position yourself on,
  • On the other hand, the query actually made in Google by the user.

It turns out that the keyword and query are not necessarily the same!

Let’s see why.

But if you prefer to take the information at the source, here The description of matching types available on Google Ads online help.

The wide query

The wide query is a keyword that looks like this:

Digital Marketing

As you can see, there are only words. No punctuation.

For this type of keyword in your Google Ads list:

  • Google Ads includes synonyms, the same words but misspelled…
    • In my example, my ad is also triggered for the following queries: digital marketing, internet marketing, digital marketing,…
  • Google Ads also broadcasts your ad if other words are added to the query by the user
    • Your ad also appears for queries such as: free digital marketing, I don’t like digital marketing, digital marketing training

The latter point is very important to keep in memory!

In short, the keywords in broad query bear their name well: they are very broad! They are not very precise.

The consequence : Many of the queries associated with broad query keywords will send you unqualified traffic…

The exact expression

Add quotes and magically, a broad expression turns into an “exact expression”

You will get more accuracy.

Here’s what my keyword looks like, this time in exact expression:

“Digital Marketing”

As you can see, I only framed the keyword with quotes.

And this has a big effect.

Now, it is imperative that the following words “digital marketing” appear in the user’s request for your ad to be broadcast.

On the other hand, it can there are words before and after as long as “digital marketing” (or a close synonym) is present.

Here are examples of queries consistent with the exact phrase “digital marketing”:

  • I like digital marketing
  • Digital marketing is cool
  • Digital Marketing Training

The consequence : An exact expression specifies your ad targeting.

But wait, there is even more accurate!

The exact keyword

The exact keyword is the ultimate level of accuracy to match your future customer’s query to your keyword.

My keyword is written in this way, just surrounding it with brackets:

Thus, your targeting becomes surgical!

Your ad is only shown if the user types exactly this sequence of words (or very synonyms) close).

This type of correspondence ensures that you only show your ads to people who are perfectly targeted for your keyword.

The corollary is also that there is necessarily less traffic that matches these requests.

Everything then becomes a matter of compromise:

Less traffic but better targeted? Or more traffic but less well targeted?

Keywords to exclude

This is a topic that deserves a full-fledged article.

I invite you to just remember for now that by adding a dash (of the 6) before a keyword, this one becomes negative, for example:


If you add this keyword to exclude, your ads are not shown to a user whose query contains the word “free”.

Very effective!

Here, I hope to save you a lot of time thanks to these explanations.

But that’s not all.

To earn money and customers, read the next chapter!

3 steps to optimize your Google Ads keywords

To write this part, I interacted with Laurent, who have both already managed advertising campaigns on Google Ads for our customers.

That’s what Laurent told me about it:

When you start with Google Ads, it’s easy to lose a lot of money. To avoid this disagreement, the strategy is simple: move forward gradually and intelligently.

Here is what I have chosen from Laurent’s ideas:

1. The wide request and a reasonable budget

Simply put, at first, you don’t really know what your leads are typing in Google.

Of course, the keyword planning tool can give you hints, as well as the monthly search volume for keywords that you are interested.

But a first phase of testing is still necessary.

This is surely why Google Ads gives 75 Euros free advertising, for any new advertiser.

For 3 to 4 weeks, Laurent advocates:

  • to properly structure your Google Ads account,
  • Then for each product (ad group) to test a dozen broad keywords.

This approach necessarily generates a bit of “useless” traffic.

But you will gradually see what generates clicks and thus traffic on your company’s site.

As you will see below, the “Search Terms” tool takes on its full importance.

At this point, ideally invest at least 100 Euros (per ad group and thus per list of keywords), in order to have enough time to add other keywords, put on standby those that do not give results, etc.

If you invest less, you run the risk of making wrong decisions

Indeed, the amount of data accumulated during the test may be insufficient.

2. Exact expression and conversion tracking

As seen before, the exact phrase requires that a series of words be necessarily included in the user’s request.

The second step in this test phase is where you start:

  • Turn broad keywords into exact expression (be careful, note to follow! ),
  • Add keywords to exclude, to optimize your investment,
  • And follow conversions. That is, whether the traffic you send to your site generates real results for your business.

Again, Google Ads is a very broad topic.

I’ll be back in detail on conversion tracking in Google Ads soon.

But I invite you already to read my article on conversion tracking and how to set them up in Google Analytics.

I recommend that you, as Google Ads recommends, not (or rarely) modify keywords or ads for that matter.

  • Put your existing ad to sleep (instead of changing it),
  • Then create a new ad (the new ad, modified version).

Why put your ads to sleep

The reason is simple.

If you edit a keyword (or ad), the history of that keyword is lost forever or polluted by the change.

I explain myself.

Imagine that for 3 months I broadcast an ad with the keyword “digital marketing”.

Google Ads accumulates a lot of data on this keyword:

  • The number of clicks, the click-through rate (CTR),
  • If possible conversions, cost per conversion, etc.

If later, change this keyword to “TPE digital marketing” and that I then let run for 3 months with this new keyword…

That’s what I’m passing.

  • I lose the history of the first 3 months with just “digital marketing”.
  • And in addition, the statistics for “TPE digital marketing” are polluted by that of “digital marketing”.

In short, one more important thing to manage and structure your Google Ads account.

This second stage can also last a few weeks.

The goal is to stabilize a list of keywords that yields results.

You can also start investing more importantly, especially if you track conversions related to traffic generated by Google Ads.

3. Accurate keywords and continuous optimization

Finally, after a few months and a few hundred Euros invested, add keywords exact.

These can co-inhabit exact expressions in parallel.

It’s up to you to play on your list of keywords to find the balance between:

  • Highly qualified but weak traffic,
  • And wide but unskilled traffic.

Continuous optimization consists of:

  • Work well your keywords to exclude,
  • Regularly analyze your “Search Terms” and modify your keywords accordingly
  • Test new announcements,
  • Work your auction!

Now there is no longer a budget limit or duration.

And as you track your conversions, you know which keywords and ads are profitable for you.

“The sky is the limit” as Anglophones say 🙂

And most importantly, do not forget the terms of Search

Finally, let’s discover the excellent and very useful tool “Terms of Search”.

On the same topic

: Google Ads – 3 criteria to follow to optimize your campaigns What are search terms?

As you now know, there is a difference between the query typed in Google by the user and the keyword you choose to show your ads.

Search Terms are the list of queries actually typed in Google by people who triggered your ads at least once.

It is up to you to consult this list for:

  • View uninteresting queries and add matching exclude keywords
  • See the effective queries you already use, and find synonyms,
  • Discover keywords that you hadn’t even thought of and add them
  • Take advantage of it to “make categorical” certain keywords, as Laurent says…

“Make it categorical” is a neologism at the Laurent!

This is better understood with an example.

The goal is to find new business opportunities for your campaigns and therefore for your company.

Let’s say you’re selling camping tents.

One day, in your Search Terms, you come across the following query:

  • Teepee Tent for Kids

What a nice idea, you hadn’t thought about it!

So you can create a category of keywords on this topic, or even create a new ad group specifically to address this segment.

You will surely add lots of new keywords that can generate sales:

  • “Indian camping tent”
  • “Tepee Shaped Camping Tent”
  • “Buy a Lucky Luke Camping Tent”
  • Etc.

Where to find Search Terms in Google Ads?

It’s very simple.

As before, sign in to your Google Ads account, click the campaign of your choice, and then click the ad group you are interested in.

Then click on the “More” tab, on the right:

A small drop-down menu appears:

Choose “Search Terms”.

Here is an example, from a Google Ads campaign for a YouTube Entrepreneurship News Channel:

As you see above, you have access to:

  • To the queries actually sought by Internet users,
  • To the match type of the linked keyword in the ad group,

But also to many encrypted data on the keyword:

  • The number of clicks, number of impressions, click-through rate (CTR),
  • The average cost per click, the overall cost for this keyword, etc.

Edit the columns displayed in the

Search Google Google Ads even proposes to be able to change the information displayed.

Changing the display of the table data is useful to find:

  • Keywords that generate a lot of traffic
  • Or those who convert the best…

To do this, click on this button:

To open the following page:

Click the checkboxes to choose which columns to display or disappear.

The goal is to simplify reading your scoreboard to more easily find useful information at a given time for your business.

After you finish changing the display of the display columns, simply click “Apply” to return to the table with the changes taken into account.

Download your Search Terms is more convenient!

The last tip offered by Laurent is download your data in a file format that is easier to use: Excel, CSV, PDF, etc.

Indeed, it is not uncommon to have hundreds or even thousands of Search Terms.

In this case, the web interface of Google Ads becomes unreadable. You need to work better in Excel or Google Sheets.

To do this, click:

  • The 3 small vertical dots on the right,
  • Then “Download”,
  • Finally, choose the format you like best.

Time saving is assured!

To conclude on optimizing your Google Ads keywords, match types and search terms

I confess. This article is a bit technical. But optimizing your Google Ads keywords is a science that needs to be learned.

This article has the sole purpose of helping you assimilate this technical side, so that you can save time.

We first


  • Defines match types in Google Ads (wide query, exact phrase, exact keyword, keywords to exclude),
  • Then given an approach to gradually choose good keywords.

Finally, I showed you the value of the Search Terms tool to identify the queries of users that triggered the delivery of your ads.

To continue with your momentum, I invite you to learn how to measure the effectiveness of your campaigns.

It’s essential to measure ROI as soon as you start investing money in advertising! Whether on Google Ads, Facebook Ads, LinkedIn Ads, or elsewhere!

We are always delighted to learn more about your actions around Digital Marketing. So do not hesitate to tell us about your webmarketing actions in the comments below.