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Tips for Building a Keyword List

Tips for Building a Keyword List

Building a keyword list is vital to aid your PPC campaign, as it will ensure that your ads are shown to the right customers. This is because keywords should match the terms that your potential customers are searching for, to find your products and services. Not sure where to start with a keyword list? Below are some pointers on building a powerful keyword list.

Think Like a Customer

A great way to start is by writing down the main categories of your business, along with terms or phrases that might fall under each section. This can include descriptive words, brand name and product names.

Number of Keywords

It is recommended that you choose between 5-20 keywords. Misspellings and plurals will automatically be added, so you don’t need to worry about these.

Specific Customers means Specific Keywords

To target customers who may be interested in a particular product, select specific keywords that apply to your business. This could include specific products that you offer, which in turn could be displayed on sites similar to yours.

Use Ad Groups

Grouping similar keywords in to ad groups means that your ads will only be displayed on relevant sites. For example, you could have 1 group for womens clothes, and 1 for childrens clothes.

Increase Reach by Using General Keywords

If you would prefer to reach more people, select general keywords that are relevant to your ads and website. This is a good tool if you want to reach a bigger group of people, but could make it difficult to reach potential customers if searches aren’t related to your business. Keep in mind that this can also be more competitive.


Keyword creation may be a daunting task, but it can make or break your ad campaign. Ensure that you continuously evaluate, add and delete keywords, to get the optimum outcome for your campaign and reach as many customers as possible.


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Since then we’ve diversified our Paid Search offering but remain one of the best in the game at PPC.

Rebecca is a Digital Marketing Coordinator at Siren Search.

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