How to Choose Keywords For Google Ads

Tue Sep 26 2023

TL/DR: Discover the secret to mastering Google Ads and driving targeted traffic to your website. Learn how to choose the right keywords, understand search intent, and elevate your marketing strategy to maximize your return on investment.

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The Good Fellas Agency How to Choose Keywords For Google Ads

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As a business owner or social media manager, you know that keyword research is essential for successful paid ads. But it's not enough to just choose any keywords - you need to understand the search intent behind them in order to maximize your ROI. PPC (pay-per-click) ads are a great way to get your business in front of potential customers, but if you don't choose the right keywords, you won't get the desired results.

That's why it's important to understand the search intent behind the keywords you choose for your ads. By understanding the search intent, you can ensure that your ads are seen by the right people and that your CTR (click-through rate) is as high as possible. With the right keyword research and understanding of search intent, you can make sure your PPC ads are successful.

What is Keyword Research?

Keyword research is an essential part of any successful paid ad campaign. It is the process of finding the right keywords to target in order to reach the right audience and maximize your return on investment (ROI). By understanding the search intent behind the keywords you choose, you can ensure that your ads are seen by the right people and that your click-through rate (CTR) is as high as possible.

Why is Keyword Research Important?

For business owners and social media managers, keyword research is a critical step in creating effective paid ads. It helps you to identify the best keywords to target, and to understand the search intent behind them. By taking the time to do the research, you can ensure that your ads are seen by the right people and that your ROI is maximized.

How to understand Search Intent For Keywords

Understanding Search Intent for Keywords

When it comes to paid ads, keyword research is essential for success. As a business owner or social media manager, understanding the search intent behind the keywords you choose is key to maximizing your ROI and CTR. The goal of keyword research is to identify the words and phrases that your target audience is using to search for products and services like yours.

Once you have identified the right keywords, you can use them in your PPC campaigns to ensure that your ads are seen by the right people. By understanding the search intent behind the keywords, you can create ads that are more likely to be clicked on and convert into sales.

What Is Search Intent?

Google categorizes search intent into four main types: informational, navigational, commercial investigation, and transactional. Understanding these categories can help you optimize your keywords and PPC ads to reach your target audience more effectively.

Informational Intent

This is when users are looking for answers or more information about a particular topic, question, or problem. They aren't necessarily looking to make a purchase yet, but are in the beginning stages of the buyer's journey. These searches often begin with "how to," "what is," or "why does."

Navigational Intent

In these instances, users already know the website or brand they want to visit, and are using Google as a means to get there. For example, a search for "Facebook login" indicates navigational intent. Ads may not be as effective here as the user already has a specific destination in mind.

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Commercial Investigation Intent

Here, users are considering a purchase and are comparing different products or services. They might be looking for the best option, reading reviews, or trying to find the most affordable choice. These searches often include terms like "best," "compare," "top," or "review."

Transactional Intent

This is the final stage where the user intends to make a purchase or complete some other kind of transaction. Searches might include specific product names or be accompanied by terms like "buy," "order," or "price." Transactional intent searches present the best conversion opportunity for your PPC ads.

Why Is It Important To Know The Search Intent?

Understanding search intent is crucial for any business or brand manager as it enables you to tailor your keywords and ad content to match what your potential customers are actually looking for.

By knowing if a user is seeking information, trying to navigate to a specific site, comparing products for potential purchase, or ready to buy, you can align your ad strategy to meet these needs. This leads to more effective PPC campaigns, higher click-through rates, and ultimately, an increased return on your advertising investment.

What are Google Ads

What are Google Ads?

Google Ads is an online advertising platform developed by Google. It allows advertisers to display their ads, product listings, or video content to web users who are searching on Google. These ads can appear on Google Search results pages, YouTube, and other sites across the web in the Google Display Network.

Advertisers bid on specific keywords that users might use in their search queries, and their ads are served to users based on these keywords, their location, and various other factors.

Why are Google ads important for my business?

Google Ads can be a highly effective way of driving targeted traffic to your website. As the most widely used search engine, Google provides access to an immense audience. Furthermore, Google Ads allows you to target your ads to users who are specifically searching for products or services like yours.

This makes it much more likely that the users who click on your ads will be interested in what you have to offer and are more likely to make a purchase. It can also provide valuable insights into user behavior, which can help you to refine your marketing strategy over time.

How do keywords play a part in Google Ads?

Keywords play a crucial role in Google Ads. When users enter a query into Google, the search engine looks at the advertiser's keyword list to determine which ads are most relevant to the user's search. If your keywords align with the user's query, your ad can be shown to them.

The more relevant your keywords are to your target audience's searches, the more likely your ad is to be shown and clicked on. Therefore, conducting thorough keyword research and understanding search intent are fundamental aspects of running effective Google Ads campaigns.

How to choose the right keywords for Google Ads

How do I Choose the Right Keywords For My Ads?

Choosing the right keywords for your ads involves understanding the needs and search behaviors of your target audience, and aligning those insights with your business offerings. Here is a step-by-step strategy to help you select effective keywords for your Google Ads campaigns:

  1. Identify Your Target Audience: Understand who your potential customers are, their interests, needs, and the language they use.
  2. Do Keyword Research: Tools like Google Keyword Planner, SEMRush, and Ubersuggest can help you find out what keywords your target audience is using to look for products or services similar to yours.
  3. Analyze Competitor Keywords: Look at the keywords that your competitors are targeting in their campaigns. This can help you get new keyword ideas and understand the competitive landscape better.
  4. Consider Search Intent: As mentioned earlier, the intent behind the search query can be informational, navigational, commercial investigation, or transactional. Choose keywords that align with the stage of the buyer's journey that the searcher is likely in. We have an entire post on Emotions in AIDA Funnel to help.
  5. Include Long-tail Keywords: Long-tail keywords are more specific and less competitive than short, broad terms. They can help you target niche segments of your audience and increase your ad's relevance.
  6. Review and Refine: Your chosen keywords should be reviewed and refined periodically based on their performance and changes in consumer behavior or market trends.

Remember, the goal is to select the keywords that your potential customers are using when they are most likely to be interested in your products or services. This will increase the chance that your ads are shown to the right people at the right time, maximizing your ad spend and boosting your return on investment.


In conclusion, keyword research is an essential part of any successful paid ad campaign. By understanding the search intent of keywords, you can choose the right ones for your ads and maximize your ROI. Additionally, by following the tips outlined in this article, you can improve your CTR and get the most out of your paid ad campaigns.

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Andew Buccellato - Owner of Good Fellas Agency

Andrew Buccellato

Hello! I'm the owner and lead developer here at The Good Fellas Agency. I've been working with code for the past 10 years and started this business over 5 years ago. I mostly write about how Web Design, Digital Marketing, and Search Engine Optimization help your business grow.