What is keyword expansion and how do you do it in Google Ads?

Keyword expansion is the process of adding new keywords to your Google Ads campaigns to reach a wider audience, increase your visibility, and improve your ad performance. Keyword expansion involves identifying new keywords that are relevant to your business and adding them to your ad groups or creating new ad groups for them. Here's how to do keyword expansion in Google Ads:

1. Use keyword research tools: Use keyword research tools like Google Keyword Planner, SEMrush, or Ahrefs to find new keywords related to your business and ad groups. Look for keywords with low competition and high intent, and consider using modifiers like "buy," "best," or "review" to narrow down your search.
2. Analyze your search terms report: Use the search terms report in Google Ads to identify new keywords that are already triggering your ads. Look for search terms that are relevant to your business and have a high click-through rate (CTR) or conversion rate, and add them as new keywords.
3. Use Google's "Find new keywords" tool: Use Google's "Find new keywords" tool to generate new keyword ideas based on your website content, ad copy, or landing pages. This tool can help you find long-tail keywords, related keywords, and other keyword opportunities that you may have missed.
4. Use competitor analysis: Use competitor analysis tools like SpyFu or iSpionage to identify the keywords that your competitors are bidding on. Look for keywords that are relevant to your business and have a high search volume and intent, and consider adding them to your ad groups.
5. Use negative keywords: Use negative keywords to exclude irrelevant or low-performing search terms from your ad groups. This will help you improve your ad relevance, reduce your cost-per-click, and increase your conversion rates.
6. Monitor your performance: Regularly monitor your ad performance and adjust your bids, ad copy, and landing pages as needed to improve your results. Use the search terms report to identify new keyword opportunities and negative keywords that can help you refine your targeting and improve your ad relevance.

Here are some best practices for keyword expansion in Google Ads:

* Use broad match or phrase match keywords for keyword expansion. Exact match keywords may not trigger your ads for new keyword opportunities.
* Use ad scheduling, location targeting, and other ad extensions to create more targeted and relevant ads for your new keywords.
* Use negative keywords to exclude irrelevant or low-performing search terms from your ad groups.
* Monitor your ad performance and adjust your bids, ad copy, and landing pages as needed to improve your results.
* Use A/B testing and conversion tracking to measure the impact of your new keywords on your ad performance and ROI.

By using keyword expansion in Google Ads, you can reach a wider audience, increase your visibility, and improve your ad performance. Keyword expansion can help you identify new keyword opportunities, protect your brand reputation, and attract new customers who are not familiar with your brand.