Day 12 – Organize Keywords (Step-by-Step Guide)
Week 3: Google Ads Setup
Day 12 – Organize Keywords (Step-by-Step Guide)
The purpose of Day 12 is to organize keywords into relevant ad groups and add negative keywords. This helps Google show the right ad to the right audience while avoiding clicks from people who are not likely to become customers.
Step 1: Review Your Keyword Research
What are you doing?
Reviewing the keyword research completed on Day 3 and selecting the best keywords for Google Ads.
Tool
Using Google Keyword Planner – Find keywords with high search volume, understand competition, and estimate cost-per-click (CPC).
How to Access
Go to Google Ads.
Log in.
Click Tools.
Select Keyword Planner.
Open your saved keyword research or click Discover New Keywords.
Free or Paid:
✅ Free with a Google Ads account.
Tasks
Review:
Search volume
Competition
Estimated CPC
Search intent
Choose keywords that match the client's services.
Step 2: Select Advertising Keywords
What are you doing?
Choosing keywords that people are likely to search when looking for tutoring services.
Example
Primary Keywords
online tutoring
online tutor
math tutor
reading tutor
science tutor
English tutor
Long-tail Keywords
online tutoring for children
certified online math tutor
private online tutor
one-on-one tutoring
homework help for kids
Step 3: Group Keywords by Service
What are you doing?
Creating separate keyword groups for each service. Each ad group should contain closely related keywords so the ads are more relevant.
Tool
Using Google Ads – Create Ad Groups.
How to Access
Open Google Ads.
Select your campaign.
Click Ad Groups.
Click + New Ad Group.
Free or Paid:
✅ Free to create.
💰 You only pay when your ads receive eligible clicks or impressions, depending on the campaign type.
Example
Ad Group 1
Online Tutoring
Keywords
online tutoring
online tutor
online tutoring services
private online tutor
Ad Group 2
Math Tutoring
Keywords
math tutor
online math tutor
math tutoring
math lessons
Ad Group 3
Reading Tutoring
Keywords
reading tutor
online reading tutor
reading lessons
literacy tutoring
Ad Group 4
Homework Help
Keywords
homework help
homework assistance
assignment help for children
Step 4: Choose Keyword Match Types
What are you doing?
Telling Google how closely a user's search must match your keyword before your ad can appear.
Broad Match
Your ad may appear for related searches.
Example
online tutoring
May also show for:
virtual tutoring
online teacher
Phrase Match
Put quotation marks around the keyword.
Example
"online tutoring"
The search should contain the phrase or a close variation.
Exact Match
Put square brackets around the keyword.
Example
[online tutoring]
Your ad appears only for searches that closely match the keyword and its close variants.
Recommendation
For a new campaign:
Use Phrase Match for most keywords.
Use Exact Match for your highest-value keywords.
Use Broad Match cautiously and only if you're actively monitoring the campaign.
Step 5: Add Negative Keywords
What are you doing?
Preventing your ads from showing for irrelevant searches.
Why?
Negative keywords reduce wasted advertising spend by filtering out people who are not your target audience.
Tool
Using Google Ads – Add Negative Keywords.
Steps
Open your campaign.
Click Keywords.
Click Negative Keywords.
Click Add Negative Keywords.
Save the changes.
Example
If the client sells tutoring services, add words like:
free
jobs
careers
salary
PDF
download
YouTube
training course
university jobs
Why?
Without negative keywords, your ad might appear for searches like:
free online tutoring
tutoring jobs
math tutor salary
These people may not be looking to purchase tutoring services.
Step 6: Check Keyword Relevance
What are you doing?
Making sure every keyword matches the landing page.
Example
| Keyword | Landing Page |
|---|---|
| online tutoring | Homepage |
| math tutor | Math Tutoring Page |
| reading tutor | Reading Tutoring Page |
| homework help | Homework Help Page |
This improves Google's Quality Score and user experience.
Step 7: Remove Duplicate Keywords
What are you doing?
Checking for repeated keywords across ad groups.
Why?
Duplicate keywords can cause your own ad groups to compete against each other, making optimization more difficult.
Step 8: Review Search Intent
What are you doing?
Confirming that each keyword matches what the user is trying to achieve.
Good Examples
online tutor
math tutor near me
private tutoring
reading tutor
These indicate someone is looking for tutoring services.
Poor Examples
how to become a tutor
tutor salary
free tutoring worksheets
These searches have different intent and are generally not suitable for this campaign.
Step 9: Save Your Ad Groups
What are you doing?
Reviewing the ad groups before moving on to writing advertisements.
Check
Keywords are grouped correctly.
No duplicate keywords.
Negative keywords have been added.
Each group has a relevant landing page.
Click Save.
Step 10: Record Your Work
What are you doing?
Keeping a record of all keyword groups and negative keywords.
Tool
Using Google Sheets or Microsoft Excel – Create a keyword organization report.
How to Access: Google Sheets
Free or Paid: ✅ Free.
Example
| Ad Group | Keywords | Negative Keywords | Landing Page | Status |
|---|---|---|---|---|
| Online Tutoring | online tutoring, online tutor | free, jobs | Homepage | ✅ |
| Math Tutoring | math tutor, online math tutor | salary, PDF | Math Page | ✅ |
| Reading Tutoring | reading tutor, literacy tutoring | worksheets | Reading Page | ✅ |
| Homework Help | homework help, assignment help | answers, download | Homework Help Page | ✅ |
Best Practices
Group Similar Keywords
Keep closely related keywords together in one ad group.
Use Negative Keywords
Regularly review search terms and add new negative keywords to reduce wasted spend.
Match Keywords to Landing Pages
Every ad group should send visitors to the most relevant page on the website.
Keep Ad Groups Focused
Aim for a small set of closely related keywords per ad group rather than mixing unrelated services.
Deliverables for Day 12
By the end of Day 12, you should have:
✅ Advertising keywords selected.
✅ Keywords organized into relevant ad groups.
✅ Appropriate keyword match types chosen.
✅ Negative keywords added.
✅ Landing pages matched to each ad group.
✅ Keyword organization report completed.
Final Goal
By the end of Day 12, your Google Ads account should have a well-organized keyword structure where:
Each ad group focuses on a single service.
Keywords closely match the ads and landing pages.
Negative keywords reduce irrelevant traffic.
The campaign is ready for Day 13, when you will write compelling ad headlines and descriptions.
Comments
Post a Comment