Keywords optimisation

Keywords optimisation

Traditional ways to optimise keywords

New ways
Analyse the Search Intent of a query
Google Search Suggest
Google PAA (People Also Ask)
Google Related searches
People also search for

Traditional ways to optimise keywords
– Keywords and ad groups should have a tight connection.

– Limit keywords into your ad groups, 15/20 maximum.

– Keywords appear in your ad’s headlines.

– Test keyword match types: phrase, exact, broad and broad modifier to control who sees your ads.

– Mix longer or shorter permutations.

– Add trending search terms as keywords.

– Pause poorly performing and redundant keywords. 

– Align a consistent message between your keywords, ad copy and the landing page.

Keywords > Search Terms
– Identify new keywords to add to your campaigns/ad groups.

– Add irrelevant keywords to your business as negative keywords.

– Use the Match type column to identify which match types are right for your ads.

– Add the keyword column to identify which keywords matched the search terms and triggered your ad.

Keywords > Search Terms > COLUMNS > Modify columns > Attributes > Keyword.

Negative Keyword Lists
Instead of applying negative keywords to each campaign or ad group individually, create negative keyword lists and add negative keywords to the lists. You can then apply lists across appropriate campaigns and ad groups in your account.

TOOLS & SETTINGS > Negative keyword lists > Edit, remove or apply negative keywords.

– Review your ‘Low search volume’ keywords.

– Review your ‘Rarely shown (low Quality Score) keywords. 

– Review your keyword positions.

Other new ways

Analyse the Search Intent of a query
While keyword research is still widely used, intent research is an emerging new model.

– Analyse the Search Intent of a query by the SERP (Search Engine Results Page) features and results that Google shows for that query.

Results can show: Text Ads, Shopping Ads, Featured Snippets, Local 3-Pack, Knowledge Cards, Site Links Extensions, Videos, Images, Related Questions, Carousel, Instant Answers, Top Stories, Tweets and Rating and Reviews.

Based on the SERP results, create your campaigns, ad copy, landing pages and CTA (Call to action) to match the users’ Search Intent.

Google Search Suggest
– Type your question into Google search, and as you are typing more letters, Google Suggest shows you real searches that have been done by other people.

The tools tells you how Google relates to a keyword or topic and in what priority. Use these suggestions for keyword research and ideas.


Google PAA (People Also Ask)
PAA are sets of questions in relation to the original search query. PAA is getting very popular and appearing more and more on searches queries.

PAA boxes are dynamic. If you click on any one of the questions, more details are appearing and further questions are added to the bottom of the list.

The PAA (People also ask) section is very useful to gauge market interest, and a great resource to create your content.

– Analyse what consumers are asking for and create your content to fit their searches and queries.


PAA can show on different positions. Try to understand the the impact and the implications of those positions.

PAA can also show as video results. Optimise your YouTube videos to increase your chances to appear more often.

Watch video.

Watch it on YouTube (Larger version)

An Intent Analysis Study on How Diverse is ‘People Also Ask’?

Google Related searches
The ‘Searches related to’ at the bottom of the page helps you to find other related searches.

You can see how searchers expand and refine their first query.


Watch video.

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Filter your results
Tools > Choose from > Any time, Past hour, Past 24 hours, Past week, Past month, Past year or Custom range.


Watch video.

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People also search for
The ‘People also search for’ has moved below the organic search result.

In this example, I searched for ‘digital marketing’ and clicked the organic result for ‘What is Digital Marketing? – HubSpot Blog.

After I visited the website, if I hit the back button and return to Google search, the ‘People also search for’ appears below the website search results.

It is a way for Google to show more results in case users did not find what they were looking for in the first place.


Watch video.

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Extract from my Book ‘Making Google Ads Work’.

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