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How to choose keywords for Google Ads?

Are you looking for a solution to help you collect successful keywords for a PPC campaign? Serpstat has all the tools you need to collect and analyze competitors' semantic core, select the most relevant keywords and run ads that bring conversions
To learn more about Serpstat for PPC and SEO, sign up for a 30-minute demo: it's free and will help you navigate your PPC tasks easily.

Reasons to build a semantic core

A properly structured semantic core for PPC will help to optimize your budget and get the maximum number of clicks to the site.

When collecting keywords, "junk" search queries that are too broad are cut off and will not be converted. Such search queries should be added to the category of negative keywords.

After launching a campaign, the semantic core should be regularly analyzed to find and remove keywords that don't convert well.

Collect relevant keywords for ad campaigns

Collect keywords with our PPC Keyword Research tool to help users easily find your site.

In addition to the list of keywords, you will get:
keyword popularity dynamics
difficulty, frequency, cost per click and level of competition
the number of ads and pages that contain the keyword

Collect keywords of competitors in PPC

Get a comprehensive list of competitor keywords by analyzing domains with the PPC Keywords tool. In addition to the list of keywords, you will receive:
Filter the received keywords by competition, cost, frequency, rank and difficulty to select the most effective keywords for PPC. To distribute keywords to separate campaigns automatically, upload them to the Keyword Clustering.
The number of competitor ads
Difficulty and rank of the keyword in the SERP
The number of landing pages in ads
Cost per click, keyword frequency and level of competition in PPC

Select search questions and search suggestions

Search suggestions and search questions will help to expand the semantic core for your PPC campaign. Enter a keyword to get full lists of semantically related questions or search suggestions.

The lists are updated in real time, which will ensure that the keywords that are used to launch PPC campaigns on your site are relevant.

Carry out a bulk analysis of domains and keywords

Bulk analysis tools can be used to evaluate a large number of domains or competitor keywords at once. Check Domain Batch Analysis and Keyword Batch Analysis.
The bulk keyword analysis tool allows you to analyze up to 100,000 keywords at the same time, and you can upload them to the interface as a ready-made list. In the report, you can easily track the frequency and its dynamics, the difficulty and cost of keywords.
Bulk domain analysis tool allows you to track backlinks and search analytics data for a list of domains relevant to your project.

Clean the core and collect negative keywords for PPC

In order for ads in PPC to be shown only for targeted search queries, you need to rid the semantic core of negative keywords.

Export the collected semantic core list into a table in one of the convenient formats, select those keywords that do not correspond to the products or services offered by your site and eliminate them.

Keywords can also be filtered inside the tool: click on the filter icon, select the "Does not contain all" option, and enter a list of negative keywords.

Tasks that can be solved when selecting keywords for Google Ads

Collection of relevant keywords to compile an effective semantic core
Collection of competitors' keywords for analysis and adding missing keywords to the semantic core of your site
Selection of search questions and search suggestions to expand the semantic core of PPC
Bulk analysis of domains and keywords for simultaneous rank tracking for a large number of keywords and domains
Cleaning the inefficient semantic core and collecting negative keywords for preparing PPC campaigns
The largest Google SERP data and own link index:

Serpstat Key Benefits

1.69 В
28,86 М
5.2 В
Google databases
952 В
referring domains
168 М
Use Serpstat and collect a semantic core to run contextual ads. Analyze competitors' keywords to select the best options in terms of cost, visibility, traffic and emulate them into your PPC campaign.

Learn more about Serpstat for PPC and SEO: sign up for a free 30-minute consultation with our specialist.

Choose your own effective keywords for Google Ads

FAQ. Common questions about collecting keywords for Google Ads

1. What is important to remember when selecting keywords for Google Ads?

1. Contextual advertising is almost always associated with competition: there are a large number of people who want to place their ads in top positions and spend the smallest budget on it. Don't compete with them by simply raising your bids, as this will inflate your CPC. In such a situation, an advertising campaign may not provide the best ROI.

2. It is important to ensure that the keyword is relevant to the product offered both in the ad and on the page to which the ad leads. To do this, you need to accurately identify negative keywords and exclude them from the semantic core.

3. The size of the semantic core for an effective advertising campaign in Google Ads varies from several hundred to several thousand for each product. The final number of keywords depends on the product itself, as well as the level of competition in the niche.

2. What are the keyword selection tools for Google Ads?

To select keywords for Google Ads, you can use the Serpstat tool, which allows you to collect competitors' keywords, as well as discover suitable keywords based on the searched keyword. This data can be filtered by indicators of competition in PPC, traffic, cost, visibility in order to select the most relevant ones and add them to the semantic core of your site.

3. Why use negative keywords in Google Ads?

Negative keywords allow you to show ads only for targeted search queries and excluding those search queries that are not relevant. For example, for a clothing store, displaying an ad for the query “classic do-it-yourself dress” would be futile since such a user does not intend to make a purchase when entering that search query. After collecting a semantic core for PPC, you need to filter out junk search queries in order to fully optimize the budget. You can do this in Serpstat's Search Suggestions and Search Questions containing a complete list of semantics for any keyword.

4. What are the mistakes when collecting semantics for Google ads?

  • Tiny semantic core. For each product, the volume of the semantic core can fluctuate between several hundred and several thousand keywords. A tiny semantic core reduces the chances to land the audience on your page.
  • Ignoring search suggestions and search questions. Many people will use different search queries for the same product, so it is important to expand the semantic core with the help of search suggestions and search questions. Serpstat offers Search Suggestions and Search Questions containing a complete list of semantics for any keyword.
  • Using only high-frequency search queries. Do not forget about low-frequency search queries: it is much easier to reach the top with them, and users who come for these search queries are converted into customers much more often.
  • Inclusion of non-target requests. An important step in working with a semantic core for PPC is excluding non-targeted queries. At the collection stage, a large number of keywords may not correspond to the proposed product and page. Serpstat allows you to filter out unnecessary keywords within the Keyword Report. This will keep the conversion from ads at a high level.
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