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Google Search Deep Dive Part 2: Building a Winning Keyword Strategy
- Sofie Pakula
- Oct 10
- 3 min read
Building a Winning Keyword Strategy
Behind every successful Google Search campaign lies a carefully constructed keyword strategy. Keywords are the bridge between your audience’s intent and your ad — the exact moment when potential customers are searching for what you offer.
In this second part of our Google Search Deep Dive series, we’ll explore how to build, organize, and refine a keyword list that maximizes reach, relevance, and return on investment.
Understanding Keyword Intent
Not all keywords are created equal. Each search reflects a stage in the customer journey — from curiosity to decision-making.
Three primary types of intent include:
Informational: The user is researching (e.g., “how to choose running shoes”)
Comparative: The user is evaluating options (e.g., “Nike vs. Adidas running shoes”)
Transactional: The user is ready to buy (e.g., “buy Nike running shoes online”)
A strong keyword strategy balances these types, ensuring your campaigns attract users throughout the funnel — not just at the point of purchase.
How to Build Your Keyword List
Start by brainstorming categories based on your products or services. For each category, list the phrases your ideal customer might type into Google.
Step 1: Think Like Your Customer: Put yourself in their shoes. What problem are they trying to solve? What language would they use?
Step 2: Use Google Keyword Planner: This free tool helps you discover new keyword ideas, see average monthly search volumes, and understand competition levels.
Step 3: Group Keywords by Theme: A rule of thumb:
Campaign = Main Theme
Ad Group = Subtheme
For example:
Campaign: Running Shoes
Ad Groups: Women’s Running Shoes, Men’s Running Shoes, Trail Running Shoes
Step 4: Add Negative Keywords: Prevent wasted spend by excluding terms that don’t align with your offer. For instance, if you sell shoes but not apparel, add “clothing” or “socks” as negative keywords.
Choosing the Right Match Types
Google Ads offers different match types that determine how closely a user’s search must align with your keyword for your ad to show:
Broad Match: Reaches the widest audience but can be less precise.
Phrase Match: Shows ads for searches that include the meaning of your keyword.
Exact Match: Triggers ads only when the exact term or close variants are searched.
In modern campaigns, using a mix of phrase and exact match keywords allows control and flexibility while minimizing irrelevant clicks.
Keyword Refinement and Optimization
Building your keyword list is only the beginning. The real power comes from ongoing refinement.
Regularly review your Search Terms Report to see what users actually searched when your ad appeared. You’ll often uncover:
New keyword opportunities to add
Irrelevant terms to exclude
Insights into shifting user behavior
Pair this with performance data — CTR, conversion rate, and cost per conversion — to identify which keywords truly drive results.
Modern Keyword Tools and Automation
AI has transformed keyword management. Google’s Smart Bidding and Dynamic Search Ads (DSA) now automate much of the optimization process — but they still rely on a strong keyword foundation.
Smart Bidding uses signals like device, time of day, and user intent to set bids automatically.
Dynamic Search Ads generate headlines and landing pages based on website content, helping capture relevant long-tail traffic.
While automation helps scale, manual keyword curation remains essential to maintain accuracy and brand control.
Conclusion: Build, Test, Refine
A winning keyword strategy isn’t built overnight — it’s crafted through continuous testing and learning. Start broad, measure what performs, and refine constantly.
By understanding intent, structuring themes logically, and using negative keywords wisely, your Google Search campaigns will attract the right traffic at the right time — delivering stronger ROI and lower CPCs over time.
If you would like to dive deeper into this session, you can watch the full lecture here:
Want to discover which keywords are driving (or draining) your SEM budget?
Click below to request a free Insight Audit from Audience-IQ and uncover opportunities to improve your keyword strategy, boost conversions, and lower acquisition costs.
