🛍️ Meet Aarav: The E-Commerce Enthusiast
Aarav runs a small online store selling custom leather wallets from Jaipur. His products are top-notch, his website is sleek, and he’s passionate about his craft.
But there’s a catch…
No traffic. No clicks. No sales. 😟
He’s heard of Search Engine Marketing (SEM) and even tried Google Ads — but spent ₹5,000 in a week with little to show for it.
Why?
👉 Because he skipped the most crucial step in SEM: Keyword Research.
🔍 Why Keyword Research is Your SEM Superpower
Think of keywords as bridges between what users search for and the ads they see. If your ad doesn’t show for the right search, you’ve already lost the race.
💡 Keyword research helps you:
- 🎯 Reach people with high intent
- 💰 Avoid wasting ad spend on irrelevant clicks
- 📈 Improve your click-through and conversion rates
Imagine if Aarav had targeted “men’s leather wallets India” instead of just “wallets.” That one tweak could’ve made his ad hyper-relevant.
📚 Types of Keywords (Know Them to Win Them!)
Keywords aren’t just random phrases. They fall into categories, and each serves a specific role in your strategy.
1. Branded Keywords
These include your brand name or variations.
Example:
Aarav’s Leather Wallets,Aarav Wallets
🔐 Best for brand recognition and returning customers.
2. Generic Keywords
Broad terms people use while exploring.
Example:
leather wallets,men’s wallets
⚠️ High competition, low intent. Use carefully.
3. Long-Tail Keywords
These are detailed and specific.
Example:
brown leather bi-fold wallet under 1000
🎯 Lower competition, higher intent — a goldmine for SEM!
4. Negative Keywords
Words you don’t want your ad to show up for.
Example:
free,cheap,used,DIY
🚫 Avoids wasting money on non-converting traffic.
🤹 Match Types: How Google Matches Your Ad to a Search
This is where most beginners (like Aarav once was) get it wrong. Google Ads uses Match Types to determine how closely a keyword must match a search query.
Let’s break them down:
1. Broad Match
Your ad shows for searches loosely related to your keyword.
Keyword:
leather wallet
May show for:best wallets for men,designer wallets
⚠️ Risky! Can waste budget fast.
2. Phrase Match
Your ad appears only if the search contains your keyword phrase in order.
Keyword:
"leather wallet"
May show for:best leather wallet for gifting
👍 Good balance of reach and relevance.
3. Exact Match
Ad appears only if the query exactly matches the keyword (or close variant).
Keyword:
[leather wallet]
May show for:leather wallet,leather wallets
🎯 Laser-focused! Best for high-intent traffic.
4. Negative Match
Prevents your ad from showing on specific keywords.
Negative Keyword:
cheap
Your ad won’t show for:cheap leather wallets
💸 Saves money, improves ROI.
🛠️ Free Tools to Discover Winning Keywords
Great news: You don’t need expensive software to find effective keywords. Here are free keyword research tools every SEM beginner should bookmark:
Google Keyword Planner
- Built into Google Ads
- Shows search volume, competition, CPC
- Suggests keyword ideas based on your product/service
Ubersuggest by Neil Patel
- User-friendly interface
- Offers keyword suggestions + SEO difficulty
- Free tier includes 3 searches/day
Keyword Sheeter
- Bulk suggestions based on Google autocomplete
- Fast, good for brainstorming long-tail keywords
AnswerThePublic
- Visual keyword cloud of user questions
- Excellent for content and ad copy inspiration
Google Search Console
- Discover what keywords already bring you organic traffic
- Identify gaps you can target with SEM
🧠 Aarav’s Awakening: A Keyword Case Study
After learning about keywords, Aarav went back to the drawing board. He used:
Google Keyword Planner to find terms with 1K+ monthly searches
Ubersuggest for long-tail variations like “slim men’s wallet India”
Added cheap, DIY, and used as negative keywords
Focused on Phrase and Exact matches
💥 His new campaign spent ₹300/day and got 4X the clicks at half the CPC.
🎓 Tips for Selecting Effective SEM Keywords
Now that you know the theory, here are some battle-tested tips to build a winning list:
1. Start with your product page
Look at how you describe it. Your product name, features, and use cases are likely keyword-rich.
2. Think like your customer
If you were buying it, what would you type into Google?
3. Use all keyword types
Balance between long-tail, branded, and generic for broader but targeted reach.
4. Don’t ignore match types
Use Phrase Match and Exact Match to keep things relevant. Avoid pure Broad Match early on.
5. Update your negative keywords regularly
Monitor your Search Terms report in Google Ads to discover irrelevant clicks and add negatives.
6. Test and refine
Run small-budget tests. Pause non-performers, double down on winners.
📈 Keyword Research + Ad Copy = Magic
Don’t stop at finding good keywords — match them with great ad copy.
Example Keyword:
leather wallet for gifting
Ad Copy: “🎁 Premium Leather Wallets — Perfect Gifts for Him! Shop Now.”
Higher ad relevance
Lower CPC
Better Quality Score
More conversions
📊 Measuring Keyword Performance
Once your campaign is live, don’t go blind. Track these keyword-level metrics:
- CTR (Click-Through Rate) — Are people engaging?
- CPC (Cost Per Click) — Are you paying too much?
- Conversions — Are keywords bringing real value?
- Impression Share — Are you showing up enough?
Use:
- 🔍 Google Ads Dashboard
- 📈 Google Analytics
- 🧮 Google Tag Manager (for conversion tracking)
🔁 Your SEM Keyword Research Checklist
Before you launch your next campaign:
Identify product/service USPs
Brainstorm keywords using free tools
Organize by intent and type (generic, long-tail, negative)
Choose smart match types
Pair keywords with relevant ad copy
Set tracking and test with a small budget
🚀 Final Thoughts: Keywords Are Your Campaign’s GPS
Keyword research is more than just ticking boxes — it’s the foundation of a successful SEM campaign.
Get it wrong, and you’ll burn through your budget. 🔥
Get it right, and you’ll see high-converting traffic that actually grows your business. 📈
Just like Aarav turned things around, you too can master SEM — one keyword at a time.