International keyword planning

A guide to expanding and refining your international keyword lists

International keyword planning

6 Refine your keyword ideas

After you’ve created a plan, you can edit and refine your ad group and keyword ideas to get an even better idea of how your keywords might perform. Each of your campaigns contains ad groups. Ad groups contain the keywords featured in your ads and direct users to your landing page.

You can easily change all of the keywords in an ad group from broad match to exact match to see whether exact match keywords might better help you reach your advertising goals.

How to do it

Create a plan by using one of the options in Keyword Planner, then click on Review plan on the right.

Add more ad groups or keywords

  • Click on +Add keywords
  • To add a new ad group, enter the name of the ad group and keywords in the boxes. To add keywords to an existing ad group, select the name of the ad group and enter the keywords in the box. Make sure that you enter the keywords one per line or separated by commas
  • Click on Save

Change keyword match types

  • If you’d like to change the match types for keywords in some of your ad groups, select the tick boxes next to the ad groups that you'd like to make changes to and click on the Match types drop-down menu
  • Select Selected to change the match type for the keywords in the selected ad groups. Select All to change the match type for all the keywords in your plan
  • Select Broad match, Exact match or Phrase match, depending on what match type you’d like to change the keywords in your selected ad group to
  • Click on Yes to apply your changes

Understanding keyword match types

Broad match

Broad match is the default match type that all your keywords are assigned. Ads may show on searches that include misspellings, synonyms, related searches and other relevant variations.

Example keyword: women's hats
Example search: buy ladies’ hats

Phrase match

Ads may show on searches that are a phrase, and close variations of that phrase.

Symbol: "keyword"
Example keyword: "women's hats"
Example search: buy women's hats

Exact match

Ads may show on searches that are an exact term and close variations of that exact term.

Symbol: [keyword]
Example keyword: [women's hats]
Example search: women's hats

Negative match

Ads may show on searches without the term.

Symbol: -keyword
Example keyword: -women
Example search: baseball hats

Broad match modifier

Adding modified broad match keywords to your campaign can help you get more clicks and conversions at an ROI comparable to that of your phrase match keywords. Compared to using only phrase and exact match keywords, using modified broad match can greatly reduce the number of keywords you need because each keyword can match countless word order and spelling variation. To use modified broad match, put a plus sign (+) in front of one or more words in a broad match keyword. The words that are preceded by a (+) sign must appear in the user’s keyword phrase exactly or as a close variation.

Symbol: +keyword
Example keyword: +women's +hats
Example search: hats for women

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