How do you test and iterate keywords in Google Ads campaigns?

Testing and iterating keywords in Google Ads campaigns involves continuously monitoring and optimizing your keywords to improve their performance. Here's how you can do it:

1. Start with a small, focused keyword list: Begin with a small list of highly relevant and specific keywords to minimize wasted spend and improve the relevance of your ads.
2. Use ad groups: Organize your keywords into tightly themed ad groups to ensure that your ads are highly relevant to the keywords in each group.
3. Monitor performance: Regularly monitor the performance of your keywords, including clicks, impressions, click-through rate (CTR), conversion rate, and cost per conversion.
4. Pause underperforming keywords: If a keyword is not performing well, consider pausing it to prevent further spend.
5. Adjust bids: Adjust your bids for keywords that are performing well to increase their visibility and conversions, and decrease bids for keywords that are not performing as well.
6. Add negative keywords: Use negative keywords to exclude irrelevant searches and improve the relevance of your ads.
7. Test new keywords: Continuously test new keywords to expand your reach and improve the performance of your campaigns. Use the keyword planner tool in Google Ads to discover new keyword ideas and test them in your campaigns.
8. Review search terms: Regularly review the search terms report to see the actual search queries that triggered your ads. Add relevant search terms as keywords and add irrelevant search terms as negative keywords.
9. Iterate and optimize: Continuously iterate and optimize your keywords based on performance data and search term insights. This will help you improve the relevance and performance of your campaigns over time.

Remember that keyword testing and iteration is an ongoing process, and it's important to continually monitor and optimize your keywords to improve the performance of your campaigns.