Google Search Keyword Strategy

Ben Lund
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Google Search Keyword Strategy

As I mentioned earlier, the best place to start with digital advertising is with Google Search. Reason is you can show an ad for only users in your area who are searching the product and services you are offer, plus you only pay if they click on your ad. Not bad, right?

In my last post I gave an overview of Brand keywords vs. Non-Brand Keywords.  For Brand, you should absolutely buy keywords of your companies business ONLY if you are not already in the first position on the search engine results page.

If you own the top position (i.e. your organic listing is in the top spot), let’s discuss non-brand.

Non-brand keywords are tricky. The reason is you could either have a lot of success with non-brand keywords or a lot of failure. This is because you need to make sure you only place ads against keywords that are SUPER relevant to your business. If you advertise on keywords that are not relevant, you will get a lot of clicks, but very little orders.

Let me give you some examples.

If you own a flower shop, here are some keywords you would want to bid on, and keywords you should avoid. I’ll give reasons below each.

Keywords to advertise on

  1. Flower shop
  2. Flower store
  3. Flower shop near me
  4. Flower store near me
  5. Flower bouquets
  6. Flower delivery

*Reason: these keywords have a lot of purchase intent to buy flowers nearby or have them delivered.

Keywords to avoid

  1. Flowers
  2. Tulips
  3. Best flowers

*Reason: these keywords don’t have any intent that the user wants to buy flowers nearby. Rather, these are “research” keywords, and not “shopping” keywords. Users who search these keywords are likely just researching flowers to plant in their garden, understanding more about Tulips or overall best flowers.

Main point of today – ONLY advertise on “shopping” keywords. Keywords where the keyword has a high level of intent to buy. For example, if they’re looking for delivery, a bouquet, or a store near them, there is definitely an immediate need.

For those who want to learn how to create a Google Ads account, check out my blog post of How to Create a Google Ads account.


By Ben Lund

Ben Lund is a 14+ year digital advertising vet who founded Rise Marketing Group. Outside of managing his agency, he offers advertising courses on SkillShare and routinely shares his best practices on

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