Are you looking for new opportunities to grow your search traffic? Expanding and refining your current keyword list can save you money and help you reach more people. Both new and mature accounts can benefit greatly from keyword research. Before we move on, keep in mind that the number of keywords on your list does not affect your account’s performance. When it comes to keywords, quality is more important than quantity, so be sure to avoid adding keywords for the sake of making your list look good.


Keyword Expansion Explained

Keyword expansion is exactly that, expanding your keyword list by including new keywords. This is an essential step in keeping your ads relevant. There are a lot of efficient tools you can use to find valuable keywords. Some of our favorite tools to use are SpyFu, WordStream and SEMrush. These tools allow you to see your competitors’ most profitable keywords and find missed opportunities. You can also use these tools to benchmark, optimize and maximize your keyword lists to improve rankings and gain more traffic to your website.

How To Expand Your Keywords

Avoid Hyper-Specific Terms – Start by identifying new themes for adjectives and root words. We’ll use the example of cars. Instead of focusing on keywords that describe a vehicle’s trim level and features, focus on more generic keywords like used cars, new cars, or terms that include the vehicle’s make and model.

Pretend you are a customer shopping for a car online. You are probably not going to search for a hyper-specific term like Mazda Grand Touring FWD. Instead, you’ll probably search for more generic terms like new Mazda cars for sale or used Mazda cars for sale.

Avoid Adding Keywords That Are Too Similar

Be careful about adding new keywords that are similar to search terms in your existing keyword list. Unless you plan to monitor your keywords closely on a regular basis, adding multiple keywords that are similar can lead to duplicate keywords that compete against each other. Be sure to keep this in mind when using broad match keywords.

We recommend labeling any new keywords that you add to your existing list. This will make it easier to track their performance. Also, be sure to review your overall account performance to find underperforming keywords that you can get rid of.

Identify Worthwhile Keywords By Doing This:

  • Focus On Your Top Performing Keywords – As we mentioned above, be careful not to add new keywords that are too similar to the ones on your existing list. To be on the safe side, be sure to use a keyword research tool to brainstorm keyword variations.
  • Understand Your Clients – Talk and think like your customers. Take the time to understand the industry lingo, how the business works. Also, competitive research will help you find keywords your competitors are bidding on that you can then add to your keyword list.

Staying up to date with keyword expansion is crucial for paid search marketing. Also, expanding your keyword list is just one of the many ways you can refresh your AdWords campaign. Subscribe to our blog to get more tips on how to keep your AdWords account up to date and optimized for success.






Tanya Chibanda Austin

Tanya Chibanda Austin is a Associate Marketing Analyst for Opportunity Max. She provides support for SEO, social media and online reputation management on behalf of clients.