Keywords for Google Ads are selected not by frequency, but by intent: what matters is whether a person is ready to buy.
Keywords are a fundamental element of search advertising. They help Google understand which search queries might be related to your offering.
But good semantics is not just a long list of queries. It needs to be built based on the product, search intent, geography, economics, and real-world behavior of potential customers.
What is a keyword?
A keyword in Google Ads is a phrase or term used to determine which search queries your ad may be relevant to.
It is important to distinguish between keyword and search term.
Keyword is what the advertiser adds to the campaign.
Search term is the actual query that the user enters.
This distinction is very important for optimization.
Where to start collecting semantics
It's better to start with a business, not a tool.
Make a list:
- goods
- services
- categories
- problems
- needs
- brands
- models
- ways to solve
For example, for an agency you can get groups:
"Google Ads",
"Google Ads settings",
"contextual advertising",
"Google Ads Agency",
"Google advertising".
Keyword Planner
Google Keyword Planner is Google's official keyword research tool. It allows you to get ideas, view estimated search volumes, and estimate costs.
In Keyword Planner you can start:
- from keywords
- from the site URL
- from a combination of keywords and a site
Google also allows you to filter and group the ideas you receive.
How to use a competitor's website
Entering a URL into Keyword Planner can help you find thematically related keywords. But that doesn't mean you need to copy all of your competitor's semantics.
A competitor may advertise a different product, work with a different geography, or use information requests.
Therefore, all ideas need to be checked manually.
Search intent
A keyword should be evaluated not only by the number of queries.
For example:
"how to set up Google Ads" is an informational intent.
"adjust Google Ads price" – commercial.
"Google Ads agency Vinnytsia" – local commercial.
For advertising, queries that are close to a purchase decision are particularly interesting.
Geography
For local businesses, you need to consider the location of the service.
Google advises using geography in keywords with caution: if geotargeting is already set to the desired region, it is not always necessary to duplicate the city in each keyword.
For example, for a campaign targeting Vinnytsia, the following may be sufficient:
"Google Ads settings"
"contextual advertising"
and not dozens of duplicated versions from "Vinnytsia".
How to generate keys manually
Use the matrix:
product + action + characteristic + geography.
For example:
- buy + refrigerator
- order + Google Ads settings
- price + SEO
- agency + Google Ads + Vinnytsia
But you don't need to mechanically combine all the words. Each phrase should correspond to the real search method.
Google Tips
Search suggestions can show phrases that people actually use.
This is a useful source of ideas, but it is not a ready-made list of keywords.
The tip may be informational in nature and not suitable for a commercial campaign.
Search Console
If a site is already receiving organic traffic, Google Search Console can be a source of real search terms.
This is especially useful for understanding how people describe the problem in their own words.
CRM and managers
One of the undervalued resources is the sales department.
Managers hear every day:
"I need…"
"I'm looking for…"
"How much does it cost…"
"Do you do…"
Such formulations may be more valuable than abstract semantics.
Keyword grouping
Google recommends grouping keywords by topic or product to make your ads as relevant as possible.
For example:
Group 1 — Google Ads settings.
Group 2 — managing Google Ads.
Group 3 — Google Ads audit.
Group 4 — Google Ads for an online store.
This way, each group gets its own advertising logic.
Match types
Search uses different keyword matching options. Today, a keyword cannot be perceived as a rigid list of phrases that are entered by the user word for word.
Google uses automatic query understanding and relevance.
Therefore, it is important to regularly view the Search Terms Report.
Search Terms Report
This is one of the most valuable optimization tools.
It shows which actual queries resulted in impressions and clicks.
With this data you can:
- find new keys
- create new groups
- add negative keywords
- change ad
- improve landing page
Google explicitly recommends analyzing your search terms report to find new opportunities and negative keywords.
How AI helps generate keywords
AI can quickly create an initial semantic map.
For example, you can ask the model to generate:
- categories
- synonyms
- question
- commercial inquiries
- local options
- competitor inquiries
- problematic formulations
But AI doesn't see real advertising demand the way Google Keyword Planner or actual account statistics do.
Therefore, AI is an idea generator, not the ultimate source of truth.
How to clean up semantics
Remove:
- irrelevant topics
- other goods
- other people's professions
- information requests if they are not needed
- free inquiries if the business is paid
- vacancies
- training if you sell a service
- queries with different geography
Errors
Typical errors:
- collect as many keys as possible
- disregard the intention
- do not group semantics
- do not use Search Terms Report
- add all keys without checking
- confuse SEO semantics with advertising semantics
- create hundreds of duplicate phrases
Conclusion
Keyword generation for Google Ads is demand research, not mechanical list creation.
The best system combines Keyword Planner, Google Search, Search Console, CRM, competitor analysis, AI, and actual search terms from the advertising account.
FAQ
Where to get keywords?
In Keyword Planner, Search Console, Google Search, CRM, competitors, and from advertising account data.
Is it possible to generate keywords through AI?
Yes, but they need to be tested against real demand.
How many keys are needed?
The quantity depends on the niche and structure. Quality and relevance are more important than the size of the list.
Keywords for Google Ads in TOP DIGITAL
We collect semantics for business goals: commercial queries, groupings, negative keywords, and ad tests.
More about the direction – on the service pages: advertising in Google Ads and SEO optimizationIt is also useful to view Keyword Planner.
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If the topic is relevant to your project, tell us about the task and we will offer options for your budget and deadlines.