Keyword Advertising: How to Target the Right Search Terms

What Is Keyword Advertising?

How Do You Find the Right Keywords for Your Business?

What Are Keyword Match Types and Why Do They Matter?

After managing keyword campaigns for 146+ clients generating over $33M in tracked revenue, we have seen the same mistakes repeatedly. Here is what to avoid:

Targeting too many keywords at once. Spreading a limited budget across hundreds of keywords means none of them get enough clicks to generate useful data. Start focused and expand as you identify winners. Ten profitable keywords are worth more than 200 untested ones.

Ignoring search intent. Bidding on informational keywords with a hard-sell ad and landing page wastes money. Match your keyword intent to your ad message and landing page offer. Someone searching “what is SEO” is not ready to buy SEO services today.

Never reviewing search term reports. Without regular review, you continue paying for irrelevant clicks indefinitely. This is the single biggest source of wasted PPC spend we encounter. One client was spending $800 per month on clicks from job seekers before we added basic negative keywords.

Using only broad match without safeguards. Broad match without negative keywords is essentially letting Google decide who sees your ads. You need phrase and exact match for your core terms, with broad match used strategically for discovery and only with Smart Bidding enabled.

Setting and forgetting. Keyword performance changes over time as competition, seasonality, and consumer behaviour shift. Monthly keyword audits keep your campaigns aligned with current market conditions. A keyword that was profitable in January might be unprofitable by June if three new competitors enter the auction.

Building a Keyword Strategy That Scales

Frequently Asked Questions

How many keywords should I target in a Google Ads campaign?

Start with 10 to 20 high-intent keywords per ad group, with three to five ad groups per campaign. This keeps your campaigns focused and ensures each keyword gets enough budget to generate meaningful data. Expand gradually as you identify what works. Quality of keyword selection matters far more than quantity.

Should I bid on my own brand name as a keyword?

Yes, in most cases. Brand keywords are cheap (usually under $0.50 per click in Singapore) and convert at very high rates. They also prevent competitors from occupying the top ad position when someone searches for your business by name. The cost is minimal and the protection is significant.

Should I bid on competitor brand names?

It can be effective but carries risks. Competitor keywords typically have lower Quality Scores and higher CPCs because your ad and landing page are less relevant to the search. Test cautiously with a small budget and a dedicated landing page that clearly differentiates your offer before committing significant spend.

How do I know if a keyword is worth bidding on?

Calculate the keyword’s potential value by multiplying its search volume by your expected click-through rate, conversion rate, and average customer value. If the potential revenue exceeds the cost (search volume multiplied by CPC), it is worth testing. Give each keyword at least 100 clicks before making a final judgement.

What is the difference between keyword advertising and SEO?

Keyword advertising is paid. You bid on keywords and pay for each click. Results are immediate but stop when you stop paying. SEO targets the same keywords but aims to rank organically. It takes longer to produce results but generates free traffic once you rank. The best strategy uses both together.