Keyword research
The next stage in the process is to select the search phrases ("Keywords") that will trigger your ads to be shown in the SERPs.
The key here is to ensure the ad is as relevant as possible to the search phrase. In our experience, it is very unlikely that the copy contained with an ad can be relevant to more than 3-4 actual search phrases, the wording of each of which should be very similar, and should be reflected within the wording of the ad.
Example
In our example ad, we have the 2 similar phrases
history of photography
photographic history
It makes sense, then, that we target these Keywords to trigger our ads.
What this means is that, whenever anyone from our chosen countries searches on Google for either phrase, our ad will be shown in the SERPs.
You will notice that Google will recommend Keywords, based on its preliminary scan of your site. It is recommended at this stage not to take advantage of this facility, until you are more familiar with how the process works and have more experience in Keyword Selection.
