Keyword Matching
Adwords provides multiple options to target your keywords in searches. For a first campaign I would suggest starting with an “exact match” setup.
5-10 exact and focused keywords should be enough to get you started. Those should be keywords people are most likely to search for. These keywords will be used for exact searches, which means the ad will only show if the exact keyword is used.
Adwords allows you to group your keywords for better tracking later on.
Group different keywords by:
- Brand vs. non-brand keywords
- Head keywords (most relevant) & longtail keywords (keyword combinations)
- Seasonal keywords (before / after Christmas, New Year / Easter)
Monitoring
Monitor your campaign and eliminate keywords that are not being used and expand on the rest of them.
It makes no sense to keep keywords that underperform and do not help your conversion rate.
Segmentation / grouping of ads
Think about who you plan to target with your ads. Is your campaign targeting the whole world, countries, languages or are any other things relevant. Think about how you want to group your ads.
- Search, Desktop / Laptops, Mobile
- Country specifics
- Language specifics
- Time of day
All of these points help to better target your ads and organize your keywords.