How to Choose Keywords for Google Ads

Choosing the Right Keywords for Google Ads: What to Know First

Picking the right keywords can make or break your Google Ads campaign. Whether you’re running a small business in Johannesburg or managing marketing for a startup in Cape Town, using relevant keywords gives your ads the best shot at reaching customers actively searching for your products or services. This guide breaks down how to choose keywords step-by-step, helping you get it right the first time with your free Google Ads Fundamentals course with certificate in South Africa.

If you’ve ever felt confused about which keywords to target or ended up wasting clicks on irrelevant traffic, you’re not alone. A common beginner challenge is picking keywords that seem logical but don’t match real search intent or cost too much due to competition. This results in fast budget drain without sales or leads—a frustrating experience when every rand counts. Let’s avoid that by focusing on practical, tested approaches to keyword selection.

Step 1: Understand Your Business Goals and Audience

Before jumping into keyword lists, clarify what you want your campaign to achieve. Are you driving sales, generating leads, or building brand awareness? Who are your ideal customers? What words do they use when searching for your products or services? These answers shape your keyword choices.

Real-Life Tip:

For a small restaurant in Durban, focusing on keywords like “best Durban chicken takeaway” works better than broad terms like “food” or “chicken” because it targets hungry locals ready to order.

Step 2: Use Google Ads Keyword Planner and Other Tools

Google Ads provides a free Keyword Planner tool that shows popular search terms related to your business, competition levels, and estimated costs. Use this data to shortlist keywords with good search volume but manageable competition, based on your budget.

Besides Planner, consider using tools like Ubersuggest or Answer The Public to uncover long-tail keywords—these are longer, more specific phrases with lower competition. Long-tail keywords often bring more qualified traffic.

Step 3: Understand Keyword Match Types and Apply Them Right

Beginners often assume all keywords trigger ads in the same way. That’s not true. Google Ads offers various match types:

• Broad Match: Ads may show for searches loosely related to your keyword. This gives wide reach but can lead to irrelevant clicks.
• Phrase Match: Ads appear when the exact phrase or close variants are searched.
• Exact Match: Ads only show for searches that exactly match your keyword.
• Negative Keywords: These prevent your ad from showing on unwanted terms.

Using only broad match early on can waste budget. A balanced mix with phrase and exact match, plus negative keywords, sharpens targeting.

Step 4: Build a Keyword List Based on Your Products and Services

Create groups of keywords around specific products or services. For example, if you sell gym gear, separate lists might be “running shoes,” “yoga mats,” and “weightlifting gloves.” This organisation helps craft relevant ads and landing pages that match search intent.

Step 5: Check Competitor Keywords and Market Trends

Look at what keywords competitors are bidding on—many competitive keywords might be too expensive for your budget. Use these insights to find gaps or niche terms they miss or avoid.

Overlooked Insight:

Some cheaper, less obvious keywords can bring steady traffic in your local South African market. For example, including town names or popular local slang terms can connect you better with neighbourhood customers.

Step 6: Use Negative Keywords to Stop Wasting Budget

Negative keywords tell Google when NOT to show your ads. For instance, if you offer premium smartphones, negative keywords like “cheap,” “free,” or “repairs” help avoid clicks from people who aren’t your target buyers.

Beginners often forget this step, leading to lots of irrelevant clicks that eat up budget quickly.

Step 7: Test, Measure, and Adjust Regularly

Your first keyword list won’t be perfect. Monitor which keywords drive clicks, conversions, and wasted spend using Google Ads reports. Pause or remove poor performers. Expand on high-converting keywords.

Regular management saves budget and improves results over time. Keyword research is an ongoing task, not a set-and-forget job—especially in a competitive and evolving South African market.

Common Keyword Mistakes to Avoid

• Choosing keywords based on guesswork: Always use data tools instead of assumptions.
• Targeting too broad keywords: This attracts unqualified clicks and burns your budget quickly.
• Ignoring negative keywords: This can make your campaign messy and expensive.
• Failing to group keywords: Without grouping, you cannot create relevant ads, lowering click-through rates and quality scores.

Customising Keyword Selection for South African Businesses

South Africa has diverse languages and regional differences. Consider keywords in local languages like Zulu or Afrikaans if your target audience prefers it. Also, include location-specific terms: “Cape Town hiking gear” vs. just “hiking gear.” This improves relevance and reduces wasted spend.

Local market realities such as internet speed and device types can influence keyword strategy. Mobile-specific terms or search habits matter for reaching South African users effectively.

Example: Keyword List for a Cape Town Travel Agency

Additional Tips for Beginners

• Start small and focus on a few high-potential keywords.
• Use Google’s “Search Terms” report to find what people actually typed to trigger your ads.
• Don’t mix unrelated products in one ad group; keep ads tightly themed.
• Be patient; campaign optimisation takes time and learning.

FAQs