Think from the customer's perspective when creating your list
Write down the main categories of your business, then write down the terms that might fall under each of these categories. Add phrases that customers might use to describe your products or services.
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Example
If you sell men's sneakers, you can start with some basic categories that customers might use, for example "Men's Sneakers". You can also add “Men’s Sneakers” and “Men’s Tennis Shoes,” if you find that these are terms commonly used to refer to your products. You can also expand your list further by including your brand and product names.
Specify specific keywords to target specific customers
Specify more specific keywords that are directly related to the ad's topic if you want to target customers who might be interested in a particular product. Note that using more specific keywords means that your ad will only appear for terms that apply to your business. But it is worth remembering that you may not be able to reach as many users as you want if your keywords are very specific
TTI or duration of interaction and its impact on site SEO
Example
If you sell men's sports shoes , you can choose certain keywords like “men’s basketball shoes” , a type of shoe that you offer . Like this, your ad could be eligible to appear when someone searches for these types of shoes or visits a website about basketball.
Select general keywords to reach more people
Specify more general keywords if you prefer to reach as many people as possible. Remember that you may find it difficult to reach potential customers when you add very general keywords because the ad may appear for searches that are not always relevant to your business. Also, generic keywords may be more competitive and may require higher bid amounts.
Test general keywords and then select the ones that give you better results. No matter how general your keywords are, they should always be relevant to your ads and website. However, you should avoid using duplicate keywords in your account because Google only shows one ad per advertiser for any given keyword.
Example
If you are a huge shoe store, you might choose a general keyword like “shoes”. This way, for example, your ad could be eligible to appear when someone searches for a variety of shoes or visits websites about fashion.
Aggregate similar keywords into ad groups
To show more relevant ads to potential customers, you can group your keywords and ads into ad groups based on your products, services, or other categories.
If you choose to add all your keywords and ads to one ad group instead, a customer searching for ladies evening shoes may see your ad for “men’s tennis shoes”.
Example
If you own a shoe store, you can create two ad groups: one for running shoes and one for evening shoes. Your running shoes ad group can include ads with keywords such as “jogging shoes” and “running slippers”; As for your evening shoes ad group, it can include keywords such as “evening shoes” and “chic shoes”.
This way, potential customers can see your ad about evening shoes when they search for "evening shoes" - not when they search for "runner shoes".
The most important 6 basic tips for creating a keyword list in Google Adwords
Choose the appropriate number of keywords
We suggest 5-20 keywords in each ad group. However, you can add more than 20 keywords in the ad group if you wish. Remember that each keyword must include keywords that are directly related to the topic of this group.
Your keywords will automatically match variants such as potential misspellings or plurals. Therefore, you do not need to add them