Google Grants Account Creation Guide - Manual (Page 19)

19
Chapter Four: Picking the Right Keywords
Keywords are the fuel for your AdWords account. They set the entire advertising process
in motion. If users are looking for your service, theyʼll find you more quickly if youʼve
chosen the right keywords for each of your ad groups.
Once you have decided on campaigns and ad groups itʼs time to select keywords. There
are three basic steps to building the right keyword list: Brainstorm, Regroup, and Refine.
Itʼs best to start with a small and very specific group of keywords. You can always add
more keywords later.
Step 1: Brainstorm
Put yourself in their shoes. Ask yourself which keywords (word combinations and
phrases) you would type into the Google search box to find the programs and services
related to your first ad group.
Example:
This is a keyword brainstorm, but note that many of the keywords listed below would not
be useful keywords. This is a general list of initial ideas for keywords, many of which will
be deleted in the editing process. Later weʼll show you how to best refine this list.
Tip: Conduct searches on Google for the keywords you are considering. Make note of
both the search and ad results you see, particularly when the results are unrelated to the
services you offer. These keywords will likely need to be refined or made more specific.
This will also help you gain an understanding of the competition you may face for the
keywords youʼre considering.
Acting classes
Acting lessons
Free acting classes
Community Theatre
Community Theater
Auditions
Acting
Learning how to act
Acting school
Directing
How to direct
Musicals
Play writing
Broadway shows
Improvisational acting
Improvisational theater
Comedic improvisation
Plays