Keyword Tool

The Keyword Tool can help you build an extensive and relevant keyword list for your new contextually targeted display campaign, as well as to refine your existing keywords. Learn more about how to use the Keyword Tool to build out new keyword lists.

To understand how to use the Keyword Tool to refine your existing campaign, consider the following:

1.Find additional keywords based on your existing keywords. If you noticed that an ad group theme is performing well for you, then you may want to consider expanding on that keyword list to maximize your Display Network performance.

Simply enter in the high-performing keyword from your ad group keyword list into the Keyword Tool to get additional suggestions. The tool will also give you related keywords to consider at the bottom of the results, which are a great way to get additional ad group theme ideas.

2.Find negative keywords based on existing keywords. If you notice that your display campaign is appearing on irrelevant sites, you can also use the Keyword Tool to help you find negative keywords. Enter in a keyword from your ad group that is generating clicks on irrelevant sites to find related keywords. Evaluate the resulting keyword list and choose those that are not relevant to your ad group theme to add as negative keywords.

3.Find keywords on successful placement sites. If you notice that your campaign is performing particularly well on a specific contextually targeted site, then you may want to consider targeting other similar sites by adding similar keywords. You can use the Website Content option within the Keyword Tool to determine the type of keywords that may be triggering your ads to that site. The AdWords system will then scan the page of the site and suggest relevant keywords for you to expand on.

4.Find negative keywords based on irrelevant placement sites. You can also use the Website Content option to find negative keywords on sites that you do not want to appear on. Just insert the undesirable site to generate a list of related keywords. Choose those that you want to add as negative keywords to prevent your ads from appearing on those types of sites.

Whether you're building out a new keyword list or refining your existing list, here are a few best practices to keep in mind:

•Create small tightly themed ad groups: Try to keep ad groups to around 5-50 keywords. Be sure that there is a clear and identifiable theme for your ad group.

•Set your keywords to broad match: All keywords' match type are translated to broad match on the Google Display Network.

•Use specific keywords: Ensure keywords are specific enough and only have one meaning to avoid your ads appearing on irrelevant sites. For example, the keyword "java" for an ad on Java coffee probably isn't specific enough and could result in the ad appearing on sites about JavaScript. "Java coffee" would be a better keyword for this ad.

•Avoid duplicate keywords in the same ad group: Use different variations of your keywords to target a variety of relevant sites on the Google Display Network. Check out the Wonder Wheel tool for ideas.