Effective keyword management helps you reach the right customers and grow your business. Lucas considers keywords, when developing brands, describing products, developing positioning statements and creating site content.

1.  Think holistically about the different ways that customers could reach you. 

Why: Your keywords should reflect all of the different types of user queries that could help someone find you when they’re looking for something you offer.

2.  Align your keywords and their management with your overall business goals. 

Why: Different keywords have different purposes, and they should be held accountable to the goal that most aligns with their purpose.

3.  Delete your low search volume keywords. 

Why: Reduce clutter. If keywords aren’t going to drive any traffic for you, there’s no need to keep them around.

Manage match types for growth and control

4.  Use broad match to capture long tail queries, reserve exact match for your primary volume and value drivers. 

Why: Maximize coverage on queries relevant to your business while keeping account management reasonable.

5.  Don’t create minute variations of phrase/exact match keywords. 

Why: Phrase and exact match types expand to cover close keyword variations, so you don’t need to worry about creating additional keyword clutter in your account.

Find new targeting opportunities

6.  Use Dynamic Search Ads to streamline account management. 

Why: Avoid the need for continual updates to your keyword lists every time you make a change to your site.

Expand the reach of existing keywords

7.  Maximize the presence of your keywords by improving their Ad Rank. 

Why: Adding new targeting options isn’t the only way to grow volume. A more aggressive bid coupled with higher quality ads can drive volume on existing keywords.

8.  Extend your reach to users that aren’t on Google.com by targeting search partners. 

Why: Get more volume from the same set of keywords in your account.

Refine your traffic with negative keywords

9.  Make negative keyword additions a regular part of account maintenance. 

Why: Save money by avoiding clicks from people that aren’t going to become customers.

10.  Just like your main keywords, focus negative keyword management on the places that will do the most good. Read more

Why: Your account’s health depends on adding impactful, not exhaustive, negatives.