How to Choose the Right Keywords in Google Ads

People are searching Google by keywords. To match your ads with users search, you need to choose the right keywords.


Finding the right keywords is not only about making sure your ads are matched with users search terms, but also attempting to understand users needs and expectations. Then, providing them better products and services.


Google Ads isn't free of charge, you pay for the keywords, you don’t want to choose the keywords carelessly and randomly. Here is the guide to choose the right keywords for your Google Ads Campaign.


Understand Users Search Intent


Search intent is an important factor in your keyword research because it indicates how well you understand your customers. Your products or services are widely purchased when your website can address the problems that users have.


“Put yourself into your customers’ shoes”. Try to understand what keywords your customers use to describe you. From that, you can expand variations and you won’t miss the opportunities.


There are 4 types of search intent you should know.


1. Informational


Google is used to find information. People use informational search terms because they want to know more about a certain topic. Hence, the topic is clearly defined in their mind.


This type of keyword usually comes with the form of: “what is…”, “how to…”, “why…”, “guide”, “benefits”, ect.


informational search intent

Google understands user search intent, so they only retrieve the most related results. For instance, if a user searches “what are the benefits of Google Ads”, Google won’t suggest Google Ads agency website for that user.


Even though the topic is clear, this type of keyword takes time to convert into sales.


2. Navigational


People with this type of search intent want to land in a specific website. In other words, they know where they want to go. Sometimes, users are not sure about the URL they want to go to, they simply type the name of the organisation into Google.


navigational search intent

Do remember that users use this type of keyword when they already know about your business and what you offer. This type of keyword is not suitable for building brand awareness.


Navigational keyword is unclear in users intent, except for following product or service is typed. When a product or service is mentioned on their search terms, this keyword now is potential for targeting the customers in the middle of purchasing funnel.


3. Commercial


People who have the intention of buying something but haven’t made a final decision go to Google to make a search. They don’t have a specific idea of which product or service is best suitable for them. So, they look at the reviews and comparisons.


This type of this keyword usually comes with the form of: “best…”, “...vs…”, “...reviews”, “...comparison”, “top…, ect.


commercial search intent

This type of search intent is favourable because the user intent is clearly defined and the conversion rate is high. This is the type of keyword that many businesses are targeting.


4. Transactional


When people are in the bottom of the purchasing funnel, they know what they want to buy. They search on Google where to buy this product or service.


transactional search intent

Compared to the other three search intent keyword types, this is the most specific and the highest conversion rate. However, this is dominated by e-commerce websites.


This typ