The Do’s and Don’ts of Google Ads Keyword Research

By Cian Feehan

Keyword research is a crucial part of any Google Ads campaign. By choosing the right keywords, you can ensure that your ads are being shown to the right people, at the right time, and with the right message. This ultimately leads to better ad performance, a higher return on investment (ROI), and more successful campaigns overall.

So, what are the do’s and don’ts of Google Ads keyword research? Here are a few key things to keep in mind:


  1. Start by brainstorming a list of relevant keywords. Begin by thinking about the products or services you offer and the terms and phrases that people might use to search for them.
  2. Use Keywords Everywhere ( chrome extension to help you identify different variations of those keywords 
  3. Use Google’s Keyword Planner to see how often your keywords are searched and to get ideas for additional keywords to consider.
  4. Organize your keywords into ad groups based on common themes. This will help you create more targeted and relevant ads for each group.
  5. Use long-tail keywords to reach more specific and qualified users. Long-tail keywords are longer and more specific phrases that are less competitive and often have higher conversion rates.
  6. Regularly review and optimize your keyword list to ensure that it is still relevant and aligned with your campaign goals.



  1. Don’t choose keywords that are too broad or general. These types of keywords tend to have a lot of competition and may not be as effective at reaching qualified users.
  2. Don’t stuff your ads with too many keywords. This can make your ads appear spammy and may lead to a lower quality score, which can negatively impact your ad performance.
  3. Don’t neglect negative keywords. Negative keywords allow you to specify words or phrases that you don’t want your ads to show up for. This can help ensure that your ads are only shown to users who are genuinely interested in what you have to offer.
  4. Don’t rely solely on one keyword tool. There are a number of different keyword research tools available, and it’s a good idea to use a combination of them to get a well-rounded view of your keyword options.


By following these do’s and don’ts, you can effectively research and choose the right keywords for your Google Ads campaigns. Remember, keyword research is an ongoing process, so be sure to regularly review and optimize your keyword list to ensure that it is still relevant and aligned with your campaign goals.