Choosing keywords involves more than just brainstorming. Below are the most important steps.

Start with Keyword Research

The foundation of a good campaign is thorough research into how your target audience searches.

What you can do:

• Use tools such as Google Keyword Planner, SEMrush, or Ahrefs.

• Analyze your own website, search volumes, and competition

• Also look at related searches in Google itself. The search results often already show what is relevant or what the intent is.

Think from Search Intent

Not every keyword is equally valuable. The intent behind the search determines whether someone is ready to convert or is still in the orientation phase.

Important intents:

• Informational → “what is a linear mortgage?” (less suitable for Ads, better for content marketing).

• Commercial research → “best mortgage advisor Amsterdam”.

• Transactional → “apply for mortgage Utrecht”.

Focus your campaigns primarily on commercial and transactional keywords when you’re aiming for conversions

Use Keyword Match Types

In Google Ads, you can set keywords with different match types that determine how broadly or precisely your ad is displayed.

The options:

• Broad match → ad appears for broad variations of your keyword. Wide reach, but less relevant.

• Phrase match → ad appears for searches that contain your keyword or a variation of it. Good for balance between reach and relevance.

• Exact match → ad appears only for searches that (almost) exactly match. Highest relevance, but smaller reach.

When to use:

• Often start with phrase and exact match for control and relevance.

• Use broad match to test with only smart bidding strategies and sufficient budget.

Look at Long-Tail Keywords

Long-tail keywords are longer, more specific search terms.

They often have less search volume, but a higher chance of conversion because they more directly address a need.

Example:

• Short-tail: “mortgage” (too broad, not very valuable).

• Long-tail: “refinance mortgage with low interest rate” (specific and valuable).

Long-tail keywords are often cheaper and convert better. But don’t assume something is cheap in Google Ads.

Analyze Competitors

Competitors are often a good source of inspiration.

How to do this:

• Look at which keywords your competitors are using (via tools or their ad texts). By simply using keywords.

• Use their approach as inspiration, but differentiate by emphasizing unique propositions.

Set Negative Keywords

Negative keywords ensure that your ads do not appear for irrelevant searches. This prevents wasting budget.

Example:

• You’re advertising for “mortgage advice”, but exclude negative keywords like “free” or “internship”.

• This prevents clicks from people who are not potential customers.

Determining keywords for your Google Ads search campaigns revolves around research, relevance, and control.

• Start with keyword research.

• Focus on the right search intent.

• Make smart use of match types.

• Don’t forget long-tail keywords.

• Analyze competitors for inspiration.

• Save budget with negative keywords.

This is how you build campaigns that not only generate clicks, but especially valuable visitors who convert.