Find keywords based on your site content. Instead of entering your own keywords, try using the Website Content option. It lets you enter the URL of your business website, or of any site related to your business. The AdWords system will then scan your page and then suggest relevant keywords. (This feature is available only in some languages)
Create new, separate ad groups with similar keywords. We recommend creating several ad groups in each campaign, each with a small, narrowly-focused set of similar keywords. Use the Keyword Tool to discover relevant keywords, then divide them into lists of 5 to 20 similar terms. See examples of ad groups promoting a single product or service and multiple products or services.
Identify negative keywords. The Keyword Tool can show you off-topic keywords that users may be thinking about. Suppose you sell cut flowers and you give the Keyword Tool the keyword 'flowers.' It may suggest the related term 'gardens,' and you may want to add that term to your ad group as a negative keyword. That will keep your ad from showing on searches for 'flower gardens' or similar terms. This helps make sure only interested customers see your ads.
Find synonyms - or not. The Use synonyms box in the Descriptive words or phrases option is always checked by default. (This means it might suggest 'bed and breakfast' as a synonym for the keyword 'hotel.') If you uncheck the box, the tool will suggest only keywords that contain at least one of the terms that you entered.
Specify a language and location. If you're using the Keyword Tool while signed in to your account, you may see an option to tailor results to a particular location and language. If you happen to be targeting Spanish speakers who live in France, make sure you set the Keyword Tool to that language and location.
Start broad and then get specific. Try broad terms like 'flowers' in the Keyword Tool first. Then try specific terms like 'red roses' or 'miniature cactus.'
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