Selecting the right keywords to use on AdWords is a big challenge since it might cause great budget inefficiencies if it is done the wrong way.
There are many approaches you can use to make sure you are taking the right decision but only one of them will guarantee a good targeting: Think like you are your own customer.
What does "Think like you are your own customer" mean? It means thinking about the following aspects:
- What would you look for while searching for the product you want to advertise?
- Is there any customer that does not know your product but has an unfulfilled need?
- Where would you like to receive advertising messages? (search vs display network dilemma)
- What would I think about when I am close to a purchase decision? (we want as many people as possible close to a purchase decision)
- What would I think about when I am just searching out of curiosity? (we want less people that are not willing to convert)
- Is there a quality of the product that might be a standalone selling point (and therefore a targeted group of keywords)?
In addition to all these points you need to look more closely at your product and find out other aspects that might be relevant to your customers.
Once you have identified all keywords you would like to advertise for, do the same process but thinking about what your customers would not look for and you will have your first set of negative keywords!