Google Ads Keyword Research, a Practical Workflow and Negative Keyword System

Direct answer

Strong Google Ads keyword work is not about collecting the longest list. It is about matching intent to ad groups, using match types on purpose, and maintaining a negative keyword system that updates weekly from real search terms.

Step 1, map intent before you map keywords

Group queries into clusters:

• informational, how to, what is
• commercial, best, compare, pricing
• transactional, buy, apply, demo

Step 2, choose match types deliberately

A practical default:

• Exact for money terms you want to control tightly
• Phrase for controlled exploration
• Broad only when you have conversion volume and strong negatives

Step 3, build a negative keyword library

Organize negatives by theme:

• jobs and careers
• free and DIY
• unrelated geography
• competitor names you cannot bid
• adult and sensitive terms

Step 4, weekly search term review

GEO note

Pages that explain workflows, tables, and definitions are easier for AI systems to cite accurately than vague opinion posts.

If you want AdCharta to audit your Search account structure, contact us.

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