How to Add Keywords to Google Ads: A Step-by-Step Guide for Better Campaign Performance

TL;DR: Adding keywords to Google Ads involves navigating to your campaign, selecting an ad group, clicking the Keywords tab, and using the + button to add new keywords with your chosen match types. This guide walks you through the entire process—from accessing your account to organizing keywords effectively—so you can start driving targeted traffic to your ads. Whether you're setting up your first campaign or expanding an existing one, you'll learn exactly where to click, which match types to use, and how to avoid common mistakes that waste ad spend. Let's get your keywords added the right way.

If you've ever stared at the Google Ads interface wondering where exactly keywords go and why your campaign isn't showing up, you're not alone. The platform can feel like a maze of menus and settings, especially when you're trying to do something as fundamental as adding keywords to reach your target audience.

Here's the thing: Google Ads has a specific structure, and keywords live in a very particular place within that structure. Get it wrong, and you'll waste time clicking through the wrong menus. Get it right, and you'll have your keywords up and running in minutes.

This guide breaks down the entire process into clear, actionable steps. No jargon overload. No assumptions about what you already know. Just the exact clicks and decisions you need to make to add keywords that actually drive results.

Step 1: Access Your Google Ads Account and Navigate to the Right Campaign

First things first: head to ads.google.com and log in with your Google account credentials. Once you're in, you'll land on the main dashboard that shows your campaign overview.

Look at the left sidebar. This is your navigation hub for everything in Google Ads. You'll see a list of your campaigns here, assuming you've already created at least one. If you're managing multiple accounts—say you're a freelancer handling several clients—make sure you're in the correct account before proceeding. The account switcher appears at the top of the page.

Now here's a critical detail that trips up beginners: keywords only work in Search campaigns. If you're running a Display campaign or Video campaign, those use different targeting methods like audiences, topics, or placements. Keywords are specifically for Search campaigns where your ads appear in Google search results.

Click on the Search campaign where you want to add keywords. The campaign name will expand to show the ad groups nested inside it. Don't click into the campaign settings or any other tab yet—we're heading straight for the ad group level next.

If you're working with a brand new account and don't have a campaign yet, you'll need to create one first. Google Ads won't let you add keywords without a campaign and ad group structure in place. Think of it like building a house: the campaign is the foundation, ad groups are the rooms, and keywords are the furniture you're about to place inside those rooms. For a complete walkthrough, check out our guide on how to create a search campaign in Google Ads.

Step 2: Select Your Ad Group (This Is Where Keywords Actually Live)

Here's where many people get confused: keywords don't belong to campaigns. They belong to ad groups. This distinction matters because it affects how your ads get organized and which ads show for which searches.

An ad group is a container that holds related keywords and the ads that will show when those keywords trigger. For example, if you're running a campaign for a coffee shop, you might have one ad group for "espresso drinks" keywords and another for "cold brew" keywords. Each ad group would have ads specifically written to match those keyword themes.

Click into the ad group that matches the theme of the keywords you're planning to add. If you're adding keywords about "Google Ads optimization," don't put them in an ad group about "Facebook advertising." Keeping themes tightly grouped improves your Quality Score and makes your account easier to manage.

What if you don't have the right ad group yet? Create one first. Click the blue + button next to "Ad groups" in the left menu, give it a clear name that describes the keyword theme, and set your default bid. Then proceed with adding keywords to that new ad group.

This organizational step might feel tedious, but it pays off massively later. When you monitor performance, you'll be able to see exactly which keyword themes drive results and which ones waste budget. Messy ad group structure makes optimization nearly impossible.

One more thing: if you're working in a large account with dozens of ad groups, use the search bar at the top of the left sidebar to quickly find the right ad group by name. No need to scroll through endless lists.

Step 3: Open the Keywords Tab and Click the + Button

Once you're inside the correct ad group, look at the page menu options on the left side of the screen. You'll see several tabs including "Ads," "Keywords," "Audiences," and more.

Click on "Keywords." This takes you to the keyword management view where you'll see any existing keywords already added to this ad group. If it's a new ad group, this list will be empty.

Now look for the blue + button near the top of the page. This is your gateway to adding new keywords. Click it, and a dropdown menu appears with two options: "Add keywords" and "Add negative keywords."

Choose "Add keywords." The negative keywords option is for excluding search terms you don't want to trigger your ads—that's a different process for a different purpose. If you need help with that, we have a detailed guide on how to add negative keywords in Google Ads.

A text entry interface will open, usually in the form of a modal window or side panel. This is where the actual keyword entry happens. Don't close this window or navigate away yet—we're about to fill it with your keyword list.

If you accidentally clicked negative keywords instead, just close the window and start over. No harm done. The interface looks similar for both, but they serve opposite functions.

Step 4: Enter Your Keywords with the Correct Match Types

This is where things get interesting. You'll see a large text box where you can type or paste your keywords. The format you use here determines how Google matches your keywords to actual search queries.

Let's break down the three match types that exist in Google Ads today. Note that broad match modifier (the plus sign syntax) was phased out in 2021, so if you've seen older tutorials mentioning it, ignore that advice.

Broad match: Type your keyword with no special symbols. Example: google ads optimization. This tells Google to show your ad for searches related to this keyword, even if the exact words aren't used. Broad match gives you maximum reach but can trigger irrelevant searches if you're not careful.

Phrase match: Wrap your keyword in quotation marks. Example: "google ads optimization". Your ad will show when someone's search includes this phrase or close variations of it, with additional words before or after. Understanding how phrase match works in Google Ads is essential for balancing control and reach.

Exact match: Wrap your keyword in square brackets. Example: [google ads optimization]. Your ad shows only for searches that closely match this specific keyword. This gives you maximum control but limits your reach to very specific queries.

Enter one keyword per line in the text box. You can paste a list from a spreadsheet if you've prepared keywords in advance. Just make sure each keyword has the appropriate match type formatting applied.

Google will show a keyword suggestions panel on the right side of the screen. These are algorithmically generated ideas based on your ad group theme and existing keywords. Some suggestions are gold. Many are junk. Review each one critically before adding it—don't just click "Add all" and hope for the best.

Here's a pro tip: start with phrase match or exact match keywords when you're first learning. Broad match can burn through budget quickly if you don't monitor search terms closely. You can always expand to broad match later once you understand what's working.

If you're adding keywords for a local business, include location modifiers where relevant. Our guide on how to choose keywords by location and language filters covers this in detail.

Step 5: Review, Save, and Verify Your Keywords Are Active

Before you click that save button, take a moment to review your keyword list in the preview area. Look for typos, duplicate keywords, or formatting errors that might cause issues.

Common mistakes to catch: forgetting to close quotation marks or brackets, adding the same keyword with multiple match types unintentionally, or including special characters that Google doesn't recognize. Learning how to avoid common Google Ads setup mistakes can save you significant budget down the road.

When you're satisfied with your list, click "Save" at the bottom of the window. Google will process your keywords and add them to the ad group. This usually happens instantly, but occasionally you'll see a "Processing" message that clears within a few seconds.

Now comes the verification step that many people skip: check the status column next to each keyword. You want to see "Eligible" or "Active" status. These indicate your keywords are ready to trigger ads.

If you see "Low search volume," it means Google doesn't have enough search data for that keyword to justify showing ads. This isn't an error—it's just a limitation. You can leave these keywords in your account since they might become active if search volume increases, or remove them to keep your list clean.

Watch out for "Disapproved" or "Pending review" statuses. Disapproved keywords violate Google's advertising policies—click the status to see why and fix the issue. Pending review means Google is still checking the keyword, which typically resolves within 24 hours.

Duplicate keywords will show a warning icon. Google won't run both versions—it automatically uses the one with the better Quality Score. You can delete the duplicate to keep your account tidy.

One final check: make sure your ad group has active ads written and approved. Keywords without ads won't show, no matter how perfectly you've set them up. Navigate to the "Ads" tab in the same ad group to verify you have at least one approved ad ready to go.

Step 6: Optimize Your Keyword List Over Time

Adding keywords is just the beginning. The real performance gains come from ongoing optimization based on actual search data.

Your most valuable tool for this is the Search Terms Report. Find it by clicking "Search terms" in the left menu under the "Insights and reports" section. This report shows the actual queries people typed into Google that triggered your ads. Mastering how to read Google Ads reports properly will transform your optimization efforts.

Review this report regularly—ideally weekly when you're starting out. You'll discover two critical things: high-performing search terms that should become keywords, and irrelevant junk terms that should become negative keywords.

When you find a search term that's driving conversions or quality traffic, add it as a new keyword with a more restrictive match type. This gives you more control over bids and messaging for that specific term. Consider exploring how to research long tail keywords for Google Ads to discover lower-cost, high-converting opportunities.

When you spot irrelevant terms wasting clicks, add them as negative keywords to prevent your ads from showing for those searches again. This is how you eliminate wasted spend over time. Understanding what negative keywords are in Google Ads is crucial for budget protection.

Pay attention to Quality Score, which appears as a column you can add to your keyword view. This 1-10 metric reflects how relevant Google thinks your keyword is based on expected click-through rate, ad relevance, and landing page experience. Higher Quality Scores typically mean lower costs per click and better ad positions. Our guide on how to choose keywords for Quality Score improvement dives deeper into this topic.

Adjust your keyword bids based on performance data. If a keyword drives conversions at a profitable cost, consider raising the bid to capture more traffic. If a keyword costs too much without results, lower the bid or pause it entirely. Understanding what bid optimization is in Google Ads helps you make smarter bidding decisions.

Consider the search volume trends too. Some keywords perform better during certain seasons or times of day. Use the time period selector at the top of your reports to analyze patterns and adjust your strategy accordingly.

Don't be afraid to prune your keyword list. Removing underperforming keywords keeps your account focused and makes optimization easier. You can always add them back later if circumstances change.

Putting It All Together

Adding keywords to Google Ads follows a straightforward path once you understand the account structure. Log into your account and select the right Search campaign. Choose or create the appropriate ad group for your keyword theme. Click Keywords, then the + button, then Add keywords. Enter your keywords with proper match type formatting—broad (no symbols), phrase ("quotes"), or exact ([brackets]). Save and verify the status shows Active or Eligible. Then monitor the Search Terms Report regularly to refine your list based on real performance data.

The mechanical process takes minutes. The strategic thinking behind which keywords to add, how to organize them, and how to optimize over time—that's where the real skill develops. Start with a focused list of keywords you know are relevant to your business. Add match type controls to prevent wasted spend. Then let the data guide your expansion.

Most advertisers make the mistake of adding hundreds of keywords upfront without a clear plan. They end up with messy accounts that are impossible to optimize. Start small, monitor closely, and expand deliberately based on what's actually working.

Remember that keyword management isn't a one-time task. Your best-performing keyword list today might need adjustments next month as search trends shift, competition changes, or your business evolves. Build a habit of reviewing your Search Terms Report and making incremental improvements.

The difference between a profitable Google Ads account and one that burns money often comes down to keyword discipline. Add the right keywords to the right ad groups with the right match types. Remove the wrong ones quickly. Adjust bids based on performance. Repeat.

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