Google Grants Account Creation Guide - Manual (Page 21)

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Step 3: Refine
Get your erasers or red pens out; itʼs time to refine your keyword list. Cut from your list
keywords that are too generic, irrelevant or obscure. Two- and three-word keyword
phrases usually work best.
This part is trickier than it seems. You may think that a keyword is relevant thematically,
but ask yourself: Could this keyword be used to search for anything other than what
I am offering? If the answer is yes, you may have a keyword that is too general or needs
to be accompanied by a negative keyword.
Delete Duplicates
Did you know that your account will only be able to show one ad at a time for any given
search that occurs on Google? This means that each keyword you select should only
appear within your account once, in only one ad group. The only exception to this rule is
for ad groups that are targeting different geographic locations.
Remember that more specific phrases typically perform better than general keywords.
And a short, well-targeted list of words is much better than a long list of general
keywords.
Use keyword matching options for greater effectiveness
Broad Matching
Keyword: breast cancer
If you enter your keyword without any formatting, the AdWords program keyword default
is broad match. For example, if your keyword were breast cancer, your ad would show
when a Google search includes the term breast cancer, regardless of other search terms
used or the order in which they were entered. Your ads will also automatically show for
expanded matches, including plurals and relevant variations.
Broad match keywords can work very well when the keywords are specific to your
organization. For example, here are search queries that might display an ad targeted to
the broad match keyword breast cancer:
breast cancer information
cancer of the breast treatment
cancer support breast removal
cancer of the breast in men
support groups breast cancer
breast cancer symptoms
self breast exam to detect cancer