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

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 appropriate 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, knowing how to add keywords to Google Ads properly is fundamental to PPC success. Get it wrong, and you'll waste budget on irrelevant clicks. Get it right, and you'll connect with people actively searching for what you offer.

Let's break down exactly how to do this, including some tips that'll save you time and money.

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

Start by logging into ads.google.com with your Google account credentials. Once you're in, you'll land on the campaigns dashboard—this is your mission control for everything PPC-related.

Take a moment to locate the campaign where you want to add keywords. The left sidebar shows all your campaigns, and you can use the search bar at the top if you're managing multiple accounts or have dozens of campaigns running.

Before you click into anything, understand this: Google Ads follows a strict hierarchy. It goes Account > Campaign > Ad Group > Keywords. This structure isn't just organizational—it directly affects how your ads perform.

Each campaign has its own budget, targeting settings, and network preferences. When you add keywords to a campaign, those keywords inherit the campaign's settings. So if you're running a Search campaign targeting the US with a $50 daily budget, any keywords you add will follow those same parameters.

Choosing the right campaign matters more than most advertisers realize. If you accidentally add B2B software keywords to a campaign targeting students, your Quality Score will tank because Google sees the mismatch between search intent and your targeting settings.

In most accounts I audit, I find keywords scattered across campaigns with no strategic logic. Someone added "project management software" to three different campaigns, each with different budgets and bid strategies. That's not optimization—that's chaos.

Click into the campaign that makes the most sense for your new keywords. If you're adding keywords related to a specific product line, service offering, or geographic region, make sure your campaign settings align with that focus. For a complete walkthrough on creating a search campaign in Google Ads, check out our detailed guide.

Step 2: Select the Ad Group That Matches Your Keyword Theme

Now you're inside a campaign. The next layer down is the ad group, and this is where keyword organization becomes critical.

An ad group is essentially a theme bucket. It contains keywords that share a common intent, plus the ads that will show when those keywords trigger. The tighter your theme, the better your ad relevance—and ad relevance is a massive factor in Quality Score.

Let's say you're running a campaign for a PPC management tool. You might have separate ad groups for "google ads optimization," "ppc keyword tools," and "negative keyword management." Each ad group would contain 10-20 closely related keywords and ads written specifically for that theme.

Click into the ad group where your new keywords belong thematically. If you're adding keywords about search term analysis, they should go in an ad group with ads that specifically mention search term analysis—not generic ads about PPC tools.

What usually happens here is advertisers get lazy. They dump all their keywords into one massive ad group because it's faster. Then they wonder why their Quality Scores are stuck at 5/10 and their CPCs are through the roof.

Before adding keywords, do a quick sanity check: does your ad copy align with what you're about to add? If someone searches for "how to add negative keywords" and your ad headline says "Best PPC Management Tool," that's a disconnect. You need an ad that speaks directly to negative keyword management.

If you don't have an ad group that fits your new keywords, create one. Click the blue + button at the campaign level, select "New ad group," name it something descriptive, and write 2-3 ads that match your keyword theme. Then add your keywords.

This extra step takes five minutes but can improve your CTR by 30-40% compared to throwing everything into a generic ad group. That's not hype—that's just basic relevance math.

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

You're now inside the correct ad group. Time to actually add some keywords.

Look at the left sidebar menu. You'll see options like Ads, Keywords, Audiences, and Settings. Click on "Keywords" then select "Search keywords" from the submenu. This takes you to the keyword management interface for this specific ad group. If you need help navigating this section, our guide on where to add keywords in Google Ads covers the interface in detail.

You'll see any existing keywords listed here, along with their performance metrics—impressions, clicks, cost, conversions. If this is a new ad group, the list will be empty.

At the top right of the keyword table, you'll see a blue + button. Click it. This opens the keyword entry interface where you'll add your new terms.

The interface is straightforward. You get a text box where you can type or paste keywords, and Google provides some helpful context—like estimated search volume and suggested bid ranges—as you enter terms.

Here's a time-saver most people miss: you can add multiple keywords at once. Just put each keyword on its own line in the text box. If you have a list of 20 keywords in a spreadsheet, copy them, paste them into this box, and Google will process them as individual entries.

The bulk entry option is especially useful when you're expanding campaigns based on Search Terms Report data. You've identified 15 high-performing search queries you want to add as keywords—just paste them all at once instead of adding them one by one.

One warning: the interface will try to be helpful by suggesting keywords. These suggestions appear in a panel on the right side. Ignore them for now. We'll cover how to evaluate suggestions in Step 5. For now, focus on adding the specific keywords you came here to add.

Step 4: Enter Your Keywords with the Correct Match Types

This is where most advertisers either save money or waste it. Match types control how closely a search query needs to match your keyword before your ad shows up.

Google Ads currently offers three match types: Broad Match, Phrase Match, and Exact Match. Each one has a specific formatting syntax, and getting this wrong means your ads will show for the wrong searches. Understanding how keyword match type affects your Google Ads performance is essential for campaign success.

Broad Match: Enter the keyword with no special characters. Just type "running shoes" and that's broad match. Your ads can show for any search Google deems related—including synonyms, variations, and loosely related queries. Broad match gives you maximum reach but minimum control. In most accounts I manage, broad match keywords generate 60-70% irrelevant traffic unless you have a robust negative keyword list.

Phrase Match: Wrap your keyword in quotation marks like "running shoes". Your ads will show when the search query includes your phrase in the same order, but other words can appear before or after. Someone searching "best running shoes for marathons" would trigger your ad, but "shoes for running" might not. Phrase match offers a middle ground between reach and relevance. Learn more about how phrase match works in Google Ads to maximize this match type.

Exact Match: Put your keyword in square brackets like [running shoes]. Your ads only show when the search query matches your keyword exactly, or is a very close variant (like plurals, misspellings, or same-intent variations). This gives you maximum control but limits your reach. Exact match is perfect when you know exactly what converts and don't want to waste money on exploration.

Here's what changed in 2021 that still confuses people: modified broad match was deprecated and merged into phrase match. If you see old guides talking about +modified +broad +match with plus signs, ignore them. That match type no longer exists. Our article on how phrase match changed in recent Google Ads updates explains these shifts in detail.

When to use each match type? It depends on your campaign goals and budget. If you're working with a tight budget and need every click to count, start with phrase and exact match. You'll get fewer impressions but higher relevance.

If you have budget to explore and want to discover new high-performing search queries, add some broad match keywords—but watch your Search Terms Report like a hawk. The mistake most agencies make is setting broad match keywords and forgetting about them. Two weeks later, they've spent $3,000 on completely irrelevant clicks.

Pro tip: add the same keyword in multiple match types. Enter "ppc keyword tool" as broad, "ppc keyword tool" as phrase, and [ppc keyword tool] as exact. Set different bids for each—highest for exact, lowest for broad. This gives you data on how match type affects performance for that specific keyword. For a deeper comparison, see our guide on how phrase match and exact match differ in Google Ads.

Step 5: Review Keyword Suggestions and Forecasts

As you enter keywords, Google displays a suggestions panel on the right side of the screen. This panel shows related keywords based on what you've entered, along with estimated search volume and competition levels.

These suggestions can be genuinely useful—or a complete waste of time. The key is knowing how to evaluate them quickly.

First, look at search volume estimates. Google shows ranges like "10-100" or "1K-10K" monthly searches. If a suggested keyword shows "Low" or no volume data, it means almost nobody searches for that term. Adding it won't hurt, but it won't help either.

Next, check the competition indicator. "High" competition means many advertisers are bidding on this keyword. That doesn't automatically make it bad, but it does mean you'll pay more per click. Evaluate whether the keyword's intent justifies the cost.

The suggested bid range is where things get interesting. Google shows you what other advertisers typically pay for clicks on this keyword. If you see "$15-$40" and your product margins can't support that CPC, skip it. No point adding keywords you can't afford to bid competitively on. For strategies on managing costs, check out our guide on how to lower CPC in Google Ads.

Here's the real question to ask about every suggestion: does this keyword match my user's intent? Someone searching "free ppc tools" has completely different intent than someone searching "enterprise ppc management software." Both might show up in suggestions, but only one converts for your business.

In most accounts I audit, I find advertisers added every single suggested keyword without thinking. Their ad groups have 80+ keywords, half of which never get impressions, and the other half generate clicks that don't convert. That's not optimization—that's keyword hoarding.

Be selective. If a suggested keyword clearly aligns with your ad group theme and shows decent search volume, add it. If it's tangentially related or has questionable intent, skip it. You can always add more keywords later based on actual performance data. Our comprehensive guide on how to do Google Ads keyword research covers the full process of finding high-value keywords.

One more thing: the forecasts Google shows are estimates, not guarantees. I've seen keywords with "1K-10K" monthly searches generate 50 impressions in a month, and keywords with "Low" volume drive consistent conversions. Use forecasts as directional guidance, not gospel truth.

Step 6: Save Your Keywords and Verify They're Active

You've entered your keywords with the correct match types. Now it's time to make it official.

Click the blue "Save" button at the bottom of the keyword entry screen. Google will process your keywords and add them to the ad group. This usually takes a few seconds, even if you're adding dozens of keywords at once.

Once saved, you'll see your new keywords appear in the keywords list. But don't close the tab yet—you need to verify they're actually eligible to serve.

Look at the "Status" column next to each keyword. You want to see "Eligible" in green. That means the keyword is active and can trigger your ads when people search for it.

If you see other statuses, here's what they mean and what to do:

Low search volume: Google has determined that this keyword gets so few searches it's not worth serving ads for it. Your keyword won't trigger ads until search activity increases. This is common with hyper-specific long-tail keywords. You can leave them active—sometimes they wake up—or remove them if you want to keep your keyword list clean.

Below first page bid: Your bid is too low for this keyword to show on the first page of search results. You can either increase your bid or leave it as-is if you're okay with lower ad positions. This status doesn't prevent your ads from showing—it just means they'll appear further down the page.

Paused: Either you or someone else manually paused this keyword. Click the checkbox next to it and select "Enable" from the dropdown menu to activate it.

Disapproved or Limited: Google has flagged your keyword for violating advertising policies. Click on the status to see why. Common issues include trademark violations or policy-restricted terms. You'll need to either edit the keyword or appeal the decision.

How long does it take for new keywords to start serving impressions? In most cases, within a few hours. Google's systems need time to process your keywords, calculate Quality Scores, and enter you into ad auctions. Give it 24 hours before you panic about a keyword not getting impressions.

One final check: click on each keyword and review its settings. Make sure the match type saved correctly—sometimes the interface glitches and saves everything as broad match even if you used quotation marks or brackets. Better to catch this now than after you've spent budget on unwanted clicks.

Putting It All Together: Your Post-Setup Action Plan

You've now learned how to add keywords to Google Ads the right way. But adding keywords is just the beginning—the real work happens after they start serving.

Before you move on, run through this quick checklist:

1. Keywords are in the correct ad group with matching ad copy. If someone clicks your ad after searching for "negative keyword tools," they should see an ad headline that mentions negative keywords—not a generic PPC tool ad.

2. Match types are set intentionally. You chose broad, phrase, or exact match based on your campaign goals and budget—not just defaulting to whatever Google suggested.

3. All keywords show "Eligible" status. You've verified that your keywords are active and ready to serve ads, with no policy violations or technical issues blocking them.

4. You've reviewed and dismissed irrelevant suggestions. You didn't just add every keyword Google recommended without evaluating whether it matches user intent and campaign goals.

From here, your job is to monitor the Search Terms Report regularly. This report shows the actual search queries that triggered your ads—which is often very different from the keywords you added. Understanding the difference between search terms vs keywords in Google Ads is crucial for ongoing optimization.

What usually happens here is advertisers add keywords, set them, and forget them. Three months later, they're confused why their campaigns aren't performing. The reason? Their broad match keywords are triggering ads for completely irrelevant searches, and they never checked.

The Search Terms Report is where you'll find opportunities to add high-performing search queries as keywords—or block irrelevant ones as negatives. Someone searching "free google ads templates" shouldn't trigger ads for your paid PPC tool. Add "free" as a negative keyword. Learn how to add negative keywords in Google Ads to protect your budget from wasted spend.

This ongoing optimization process is what separates profitable campaigns from money pits. You're not just adding keywords once and calling it done. You're constantly refining based on real performance data.

Tools like Keywordme can speed up this process significantly by letting you manage keywords directly from the Search Terms Report without jumping between screens. Instead of copying search terms, navigating to the keywords tab, pasting them, and selecting match types manually, you can do it all with one click—right where you're already reviewing performance.

The mistake most agencies make is treating keyword management as a one-time setup task. In reality, it's an ongoing optimization loop: add keywords, monitor search terms, add negatives, refine match types, repeat. The accounts that win are the ones that execute this loop consistently. For a complete framework, see our guide on how to optimize a Google Ads campaign.

Start with the keywords you added today. Give them a week to generate data. Then dive into your Search Terms Report and see what's actually happening. You'll discover search queries you never thought of, spot irrelevant traffic you need to block, and find opportunities to tighten your targeting.

That's how you turn keyword management from a technical task into a competitive advantage.

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