Take a look of those words,
"Clothes", "Good clothes", "Big clothes", "Small clothes".
As you guys do usually, whenever we are looking for something (clothes, as the example), we type one, two or three words to find what we want. But we do not find what we want easily with broad terms like in the example. However, if we type more specific words we would get into what we want faster.
So, for the company is exactly the same thing. Whenever you are using Google Ad Words, you have to select specific terms. If you choose the right keywords, we would achieve the right customers, and maybe the buyer personas.
One more thing that is extremely important. In Google Ad Words, you have the option to delete some kind of keywords from the search. For example, if your store sells winter clothes, you can put "summer clothes" as a negative keyword, so your advertisement would not pop up whenever the searcher types it.
This video explains really well how to choose the right keywords:
Video: How to Choose the Right Keywords
Really helpful, right?
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