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Keywords are the life of your paid search campaign. The right ones can keep it alive (and make it thrive too!) while the wrong ones can kill it. So, here are 5 tips you should keep in mind when selecting your paid search keywords.

• Do your homework: Keyword selection is something that should never be taken lightly as keywords can make your search campaign or break it. When choosing your keywords, three factors must be taken into consideration; seasonality, competition and geographic variance. This will help you take advantage of the keywords in the best way possible. Consider using Google Insights, a free tool that helps you understand what new keywords are being searched on so that you can add them to your list.
• Leverage Match Types to Control Experience and Also Gain Insight: If you want to control exactly what consumers see when they search for your products, Exact match is the option to choose. With Exact match, you don’t even have to guess what the consumers’ experience is! However, if it is insight you want to gain into what other keyword variations consumers are using that you may not have thought of, you should opt for other match types. The keywords could turn out to be those you will want to negative match or they could be great new keywords that will add incremental volume to your account. Also consider using the search query report to help comb through other keyword variations as this will drive additional consumer insights for your business.
• Don’t Forget About the Customer’s Search Experience Across Devices: Did you know? Mobile, and tablet devices account for roughly 10 to 15 percent of search volume! And the percentage is growing by the day! So, it’s high time you focused your keyword research around these devices too. Consumers search differently when using these devices; the search queries contain more misspellings and local searches than desktop.
• Try New Google Betas: Changes occur constantly within search. In the past year, for example, Google released some keyword targeting enhancements that have given additional controls to users; it is often a better choice to adapt to changes as these. We suggest you test these; Broad match finder which provides better control over where your ads are shown vs. broad match, but with wider distribution than phrase match OR Keywordless ads which allows Google to control the keywords that your ad will appear for given the content of your page. Limited tests for the latter have shown pretty good results.
• You’re never done: With consumers and algorithms constantly changing, staying on top of trends and current data is what you should do to keep your keyword list from ebbing.

Take your keyword research seriously by following these simple steps and your search campaign is bound to be a success.

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