google-ads-keywordslisted

# Google Ads Keyword Strategy You pick keywords by intent and control match types so Smart Bidding learns from clean signal. ## Instructions 1. Map keywords to funnel tier by intent, not by search volume 2. Choose match types deliberately — broad only with strong tracking and negatives 3. Use the qualifier mechanic to filter for commercial intent 4. Run competitor conquest in its own campaign 5. Promote winning search terms to exact-match keywords (see search-terms) ## Match Type Strategy (2026) Google pushes broad match hard. Broad can find new converting queries, but only with the guardrails in place. | Match type | When to use | |-----------|-------------| | Exact `[keyword]` | High-intent BOFU terms you know convert. Tightest control. | | Phrase `"keyword"` | Mid-intent, controlled expansion around a known theme. | | Broad `keyword` | Only with Enhanced Conversions + value-based bidding + a maintained negative list. Without those, broad overvalues junk and the algorithm anchors to bad signal. | **Rule:** do not enable broad match (or AI Max) in an existing campaign without testing. Use the experiment tool to A/B test broad/AI Max against your current setup before rolling out. Broad without clean conversion tracking is how accounts quietly bleed. ## The Qualifier Mechanic Attach commercial-intent qualifiers to category terms so you filter for buyers, not researchers: - "software for X", "X platform", "X tool", "X vendor", "X agency", "best X", "X pricing", "X for