Should I target high-volume or low-volume keywords?

High volume alone doesn't matter if the intent is wrong. A lower-volume, high-intent keyword usually converts better and costs less per lead than a generic high-volume term.

How many keywords should a campaign start with?

Starting with a focused list of 10 to 20 tightly relevant keywords, rather than hundreds of loosely related ones, generally produces better and faster results for a new campaign.

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Google Ads

How to choose keywords for Google Ads

Picking keywords isn't about search volume alone. Here's how to choose ones that actually match buyer intent instead of just traffic potential.

In short

Good keywords match what someone types when they're ready to act, not just when they're curious. A shorter, more specific list of high-intent phrases almost always outperforms a long list built purely from search volume tools.

Match keywords to where the buyer is in their decision

"Best CRM software" is a research phrase from someone still comparing options. "Buy CRM software for small business" or a specific product name is closer to a decision. Google Ads budgets stretch further when concentrated on the phrases closest to the purchase decision, with research-stage terms reserved for a smaller, separate budget if used at all.

Start narrow, expand from real data

A new campaign benefits from starting with a short, tightly focused list rather than trying to guess every possible relevant phrase up front. Once real search data comes in through the search terms report, new keyword ideas that actually generated clicks and conversions can be added deliberately, which is a far more reliable expansion method than speculation.

Want help building the right keyword list from the start?

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