Paid Campaigns (PPC)4 minutes of readingHow to choose keywords for your Google Ads campaign and avoid budget waste? google campaign koszty keyword Maximilian MelionApril 16 2018 (updated April 15, 2026) Contents ContentsYou are now reading:How to choose keywords for your Google Ads campaign and avoid budget waste?Selecting keywords in Google Ads – a practical guideKeyword segmentationCloseGoogle AdWords keywords – the key to a successful campaign! The subsequent success of a Google AdWords campaign on the Search Network largely depends on the selection of effective keywords for our industry. When planning Search Network activities, we must first consider which Google search queries potential customers use to search for our products or services. By ensuring the right keyword selection from the beginning of the campaign, we will generate more valuable traffic and avoid accidental visits to the website, which can waste our budget unnecessarily. So, how to choose Google AdWords keywords?Keyword Segmentation Before creating a keyword list, we must consider the campaign's business objective. Google AdWords keywords for an online store will be different than for a simple service company's business card website. Above all, we must focus on ensuring that the anticipated search queries entered by our potential customers align with the content on the website. This will ultimately make our campaign more valuable to users, as users who enter a given search query into a sponsored link in the search results will find the product or service they are looking for. Keyword grouping For example, when creating a list of keywords for an online furniture store, don't forget phrases like 'furniture showroom' and 'furniture store'. Then, if you sell in-store, move on to regionalized phrases like 'furniture showroom Poznań', and only then move on to product-specific phrases (e.g., 'wooden chairs', 'elegant chairs', etc.). Of course, when creating a campaign, we must first consider the structure of our store or business website to properly segment keywords according to specific product and service categories. Competitor analysis will also be helpful at this stage. It's worth looking at what phrases are displayed on other websites with similar offerings. This will help identify any errors on the website and expand our knowledge of communicating with potential customers in a given industry.Google AdWords Keyword Matches Unlike positioning a website in Google's organic results, when creating an AdWords campaign on the Search Network, we have the option of using keyword matching. Depending on the broad range of potential customers we want to reach, we can use appropriate phrase matching if we want the campaign to be more flexible. Broad match Broad match is used by default in AdWords campaigns. If we don't use additional characters in the phrase list, they will be classified as broad match words. For example, if we enter the phrase wooden chair, we will also get page entries from the query buy a wooden chairWe generally advise against using this type of matching, as it results in losing control over a large portion of the website's traffic and increases the number of missed visits. Broad Match Modifier Using this matching method allows us to maintain greater control over website traffic. We modify keywords by adding a + sign. For example, for the phrase +chair+wooden, ads will appear after entering additional words in place of the + signs (find a wooden chair, red wooden chair) At the very beginning of the campaign, it's worth using the broad match modifier, because by maintaining control over traffic, we can analyze what search queries internet users use to find our products, which will allow us to add new ad groups and exclude those that don't bring us any benefits. Phrase Match Phrase match is used when you enter a keyword in quotation marks. Ads will then be displayed if a potential customer enters an additional word before or after the phrase. For example, adding "wooden chair" will lead to the page from the query. buy a wooden chair in Poznań. Exact match This match allows us to maintain full control over website traffic. We apply it using square brackets. For example, after entering the keyword [wooden chair], the ad will display for the query "wooden chair" or its close variation "wooden chair." We strive to use as many exact matches as possible. This will prevent inappropriate visits to the website, and consequently, more budget will be available for potential conversions.Google AdWords Keywords – Support Tools When compiling a list of keywords, it's worth using tools that support this process. First and foremost, a free tool will be helpful. Google Adwords Keyword PlannerAfter entering a few phrases related to your industry, defining your service category, and entering your website address, the Planner will create a list of suggested keyword phrases for you, along with their average search volume and estimated CPC. Of course, it's important to note that the Planner data is approximate and may be imprecise for more niche industries. Google is currently working on adapting the Planner to the new AdWords panel. Currently, the new Planner is pared down compared to the old version, but Google will certainly be rolling out ongoing improvements over the next few weeks. Hopefully, the updated version of this tool won't lack key features from the old version. If you're running out of ideas for additional, precise long-tail phrases, Keywordtool.io and Ubersuggest will come to the rescue. While the free versions don't include features like average monthly search volume or estimated CPC, they will certainly give you some ideas. Keywords – SEO vs AdsCannibalization – avoid word choicesKeyword exclusions A properly constructed Google AdWords Search Network campaign should also include negative keywords for which ads will not be displayed. First, we must select phrases that could present our company in a negative light, so we can exclude all vulgarities and negatively evaluative epithets from the very beginning. Then, by monitoring the campaign and the list search terms we should add keywords to exclusions that we consider inappropriate.SKAGs – Single Keyword Ad Group An effective Google AdWords Search Network campaign should be designed as precisely as possible from the outset for your target customer group. We suggest creating one ad group for a single keyword with a maximum of two matches (ideally Exact Match and Broad Match Modifier). This allows you to tailor your ad text precisely to the ad group, which will undoubtedly increase your CTR. This campaign design also allows you to have greater control over ad traffic, preventing you from wasting your budget on accidental clicks. This type of campaign is also more optimized. SummaryThe above article covers the following topics:Criteria for selecting keywords for Google Adwords campaignsKeyword grouping techniqueRelated Articles Google Keyword Planner - how to use it in SEO and Ads campaigns? Choosing the right keywords is the foundation of any effective online strategy – both in SEO and paid advertising. […] When will I see the first results of my online advertising campaign? The question of when the first effects of online advertising will appear is often asked even before the campaign begins. From the answers […] SEM advertising – what is it and why is it worth investing in? SEM is one of the oldest internet marketing terms, but its scope in 2026 looks completely different than it did a few […] Facebook Ads or Google Ads? Choose the platform that suits your product. Businesses planning their first paid campaign often face a dilemma: Google or Facebook advertising? These two platforms dominate the advertising market […]
Introduction to Google Ads – what is it and how does it help you grow your business? Paid Campaigns (PPC)Dominika SłomkaNovember 07 2018
Dynamic Search Ads (DSA) – An Introduction to Dynamic Search Ads Paid Campaigns (PPC)Daniel ChruścińskiAugust 01 2016
How to Set Up a Google Ads Campaign: A Guide to 80 Important Features Paid Campaigns (PPC)Martyna Mikołajczak12 March 2018
