Using the Keyword Planner, negative keywords, and the search terms report:
Use the Keyword Planner to find and select new keywords.
You can get keyword ideas and traffic estimates to help you build a Search Network campaign by using the Keyword Planner. This tool will also show you how a list of keywords might perform and the average number of times people searched for those terms. This can help you decide which keywords can help drive traffic to your website and increase awareness of your product.
Example
If you enter the phrase running shoe in the Keyword Planner, it might show you discount running shoes or motion control running shoes as additional keywords to consider. For each keyword idea, you’ll get statistics, like how competitive the keyword is or the average number of times people searched for that term worldwide. You can use these statistics to help you decide which keywords to add to your list.
Improve your clickthrough rate with negative keywords.
In some cases, you’ll want to prevent your ad from showing for terms that aren’t relevant to your product or service. Try adding negative keywords to help you reduce costs and make your ad appear only for the search terms you want.
Example
Let’s say the running shoe store you own sells only men’s shoes. You might consider adding women and girls as negative keywords to prevent your ad from showing when people search for women’s shoes or girls’ shoes.
Use the search terms report to improve your keyword list
The search terms report gives you information on what people were searching for when they saw your ad and clicked on it. This information can help you remove poorly performing keywords or add new ones. You can also use the search terms report to help you identify negative keywords.