💡 Introduction: Why is Keyword Selection in a Google Ads Campaign an Art?

# Well, let’s be frank, in today’s crowded and noisy world of digital marketing, a Google Ads campaign without the right keywords is like trying to find a needle in the dark; almost impossible, useless, and in the end, your budget just goes up in smoke. Keywords are, in a way, the beating heart of every successful campaign. They are a bridge between what people are looking for and what you offer. If you build this bridge incorrectly, you’ll never reach the other side where the customer is waiting. Do you really think how many businesses, even those with significant capital, throw away millions of their budget just because of incorrect keyword selection? A lot!

At RasaWeb Afarin, we’ve been dealing with these stories for years. We know that finding profitable and effective keywords is a precise science with a touch of art. It’s not just a dry list of words; it’s understanding the depth of user need. This means you must be able to comprehend what need is hidden behind each search? What problem is going to be solved? And most importantly, how your product or service is the answer to that very need and problem. Especially in the Iranian market, where competition is skyrocketing and a new business is emerging in every corner. If you can’t present yourself correctly, competitors with stronger keywords will swallow your share. This is precisely where intelligence in selecting keywords for a Google Ads campaign is of paramount importance.

This guide isn’t just going to give you a few superficial tips; we want to go step by step together and understand how to build a keyword strategy that not only doesn’t waste your budget but also acts like a money-making machine. From initial idea generation to diving into the world of competitors and continuous optimization, we will examine it all. This journey is extremely important, especially for businesses like ours that operate in the digital marketing field in Tehran and throughout Iran. The correct selection of keywords can direct relevant, high-quality traffic with high conversion potential towards your website or landing page. This means increased sales, increased brand awareness, and ultimately, sustainable business growth. So, are we ready to start this adventure?

🔍 Basic Understanding of Keywords from Idea to Search

# Well, before we dive into advanced tools and techniques, we first need a basic and fundamental understanding of what a “keyword” actually is. What is it anyway? In a way, a keyword is the phrase or set of phrases that a person types into the Google search bar to find an answer to their question, or to find a product, or to learn about a service. It’s that simple. But behind this simplicity lies a complex world of user needs and intentions. You need to be able to decipher these intentions, somewhat like a detective!

Now, these keywords themselves have types. For example, those that are very general are called “short-tail keywords,” such as “SEO” or “advertising.” These have high search volume, but their competition is also fierce. On the other hand, we have some keywords that are much more specific and detailed, called “long-tail keywords,” such as “best SEO company in Tehran for small businesses.” These have lower search volume, but the people searching for them are much more serious and closer to making a purchase decision. Their conversion rate is usually higher. In a way, they are more mature customers.

Initial brainstorming for keywords is like a brainstorming session. First, ask yourself: What do my customers type when they’re looking for me? What problems do they have that I solve? What questions do they ask? For example, if you are a website development company, then words like “website design,” “app development,” “cheap website design,” or even “how to build a website” will probably come to mind. These are good starting points. Also, ask your customers themselves, or look at their comments on social media or your website. What terms do people use? This is very important because you need to speak their language, not your own technical jargon.

Remember, at this stage, we are looking for raw ideas. We don’t need to worry about search volume or competition yet. We just want to gather an initial and large list of everything related to our business and our customers. This stage will be a strong foundation for the next steps in your Google Ads campaign. The more comprehensive this initial list is, the more open your hands will be to finding hidden gems in later stages. So, grab a pen and paper and start brainstorming, even write down some wrong and irrelevant words, maybe those will spark a brilliant idea. Who knows?

Are you looking for more visibility and attracting new customers online? RasaWeb Afarin, with its internet advertising services, delivers your brand message to millions of targeted audiences to boost your sales and brand awareness!
✅ Designing and executing creative and data-driven advertising campaigns
✅ Utilizing diverse digital channels for maximum effectiveness
Contact RasaWeb Afarin today to start a successful advertising campaign!

🛠️ Powerful Tools for Discovering the Keyword Treasure

# Well, now that we have a basic understanding of keywords and have prepared a raw list, it’s time to move on to the magical tools! These tools act like a powerful magnifying glass, helping us see the depth of the market, find hidden keywords, and understand what competitors are doing. Without them, the job becomes very difficult and guesswork-based, somewhat like trying to walk through a jungle without a map.

One of the most famous and, of course, free tools is Google Keyword Planner. This tool comes directly from Google itself and provides excellent information about search volume, competition level, and even bid suggestions for each keyword. It’s great for starting a Google Ads campaign. You just need to have a Google Ads account to use it. But it also has its limitations; for example, it doesn’t give you very precise data about competitors, and sometimes it shows search volumes in numerical ranges, which is a bit general.

After that, we move on to more professional, paid tools like SEMrush, Ahrefs, and Ubersuggest. These are really a cut above. For example, SEMrush, in addition to providing comprehensive keyword data, also offers impressive competitive analyses. You can understand what keywords your competitors are advertising with on Google Ads, what their budget is, and what type of ads they have. Ahrefs, which is particularly strong for backlinks and SEO, also has a really effective Keyword Explorer tool that gives you new ideas and shows the difficulty of competition for each keyword. Ubersuggest is somewhat a more affordable option that provides good information, though not as comprehensive as the previous two.

For a professional Google Ads campaign, using a combination of these tools can work wonders. For example, you can use Keyword Planner for initial ideas and raw data, then go to SEMrush for deeper competitor analysis and to find hidden keywords that your competitors might have overlooked. Each of these tools has its strengths and genuinely helps you formulate a comprehensive and effective keyword strategy. Don’t forget that the more information you have, the better decisions you make, and ultimately, your budget will be spent more intelligently.

Here’s a comparison of these tools:

Feature	Google Keyword Planner	SEMrush	Ahrefs
Cost	Free (with Ads account)	Paid (Freemium)	Paid
Search Volume	Accurate	Accurate	Accurate
Competitor Analysis	Limited	Comprehensive & Deep	Comprehensive
Keyword Difficulty	No	Yes	Yes
Keyword Ideas	Good	Excellent	Excellent

Click here to preview your posts with PRO themes ››

💰 The Anatomy of a Profitable Keyword Beyond Search Volume

# Okay, so far we’ve learned how to find keywords and what tools to use. But just finding them isn’t enough. There are thousands of keywords that might even have high search volume, but are all of them useful to us? Definitely not! Selecting a profitable keyword goes beyond looking at a column of numbers related to search volume. You need to be as precise as a surgeon, seeing and analyzing the details.

The first important thing is “Relevance”. Suppose you are an internet marketing company like RasaWeb Afarin. If the keyword “buy laptop” has a high search volume, it won’t be useful to you. Why? Because it has no relevance to your services. If you advertise on this keyword, you’ve just wasted your budget. Keywords must exactly match what you offer. The more relevant, the better. You need to put yourself in the user’s shoes: if they search this keyword, are they really looking for something similar to my product or service?

After relevance, we move on to “User Intent”. This is very, very important! People search for various reasons. Some are looking for general information (like “what is SEO?”), some are looking to compare products (like “compare SEO and Google Ads”), and some are directly looking to buy or hire a service (like “website design company in Tehran”). Keywords with commercial or transactional intent are usually the most profitable because the user is close to making a decision. Of course, informational keywords can also be valuable, provided you can convert them into future customers through useful content.

The third factor is “Competition” and “Cost Per Click” (CPC). Some keywords have such high competition that their cost per click becomes exorbitant. You might be able to be on the first page of Google with them, but are they profitable? Sometimes it’s better to go for long-tail, less competitive keywords that have a lower CPC but a higher conversion rate. In a way, you need to find a balance. Of course, in a Google Ads campaign, you shouldn’t always run away from high competition; sometimes, presence on those keywords makes your brand look stronger.

Finally, don’t forget “Conversion Potential”. Some keywords inherently lead more to sales. For example, if someone searches “buy cheap hosting,” they are probably ready to buy hosting. But someone who searches “what is hosting” might still be in the information gathering phase. Profitable keywords are those that have a combination of high relevance, strong commercial intent, manageable competition, and high conversion potential. Finding these is the key to success in your Google Ads campaign. This is where RasaWeb Afarin’s experience in Google keyword research and optimization consulting comes in handy and helps you find exactly these treasures.

🎯 Keyword Match Types in Google Ads: The Delicate Art of Control

# Well, now that we’ve identified profitable keywords, the next step is to tell Google exactly how we want our ad to be shown with these keywords. Here, we’re talking about Keyword Match Types. This section is truly vital because it determines which searches your ad will respond to and which it won’t. It’s somewhat like setting up a filter, and if it’s not set correctly, you’ll either get irrelevant traffic or lose important traffic.

We have three main match types that you need to know well:

1. Broad Match: This is the broadest type of match. This means if your keyword is “SEO services” and you use broad match, your ad can be shown for searches like “SEO training,” “best SEO company,” “website SEO price,” and even “digital marketing.” The good thing is that it helps you find new keyword ideas and covers a wide range of audiences. But the downside is that it might show up for very irrelevant searches, wasting your budget. It’s somewhat like a net that catches big fish but also a lot of worthless stuff.

2. Phrase Match: This match type is a bit more restricted. When you specify a keyword with quotation marks “SEO services”, your ad will only be shown for searches that contain the exact phrase “SEO services”, or have words added before or after it, but the order of words within the phrase is maintained. For example, “best SEO services Tehran” or “cheap SEO services company”. This mode creates a good balance between broad coverage and relevance and is usually a good choice for most Google Ads campaigns.

3. Exact Match: This is the most restricted and precise match type. When you place a keyword inside square brackets [SEO services], your ad will only be shown for searches that are exactly that keyword or phrase, or its closest and most similar form (e.g., plural or singular). For example, only for “SEO services.” This mode offers the highest relevance and has a higher conversion rate, but its audience coverage is very small. This match type is excellent for very important and profitable keywords where you are sure the user is looking for you with that exact phrase.

Choosing correctly among these three is truly an art. For an effective Google Ads campaign, a combination of these match types is usually used. For example, you use Exact Match for high-potential keywords and Broad Match for discovering new ideas. The point is that you should always monitor and optimize these, as user search behavior is constantly changing.

Is your business not getting the visibility it deserves online? With RasaWeb Afarin’s specialized internet marketing services, elevate your brand to its peak and attract new customers.
✅ Increase brand awareness and online credibility
✅ Attract targeted traffic and boost conversion rates
✅ Provide accurate and analytical reports for continuous optimization
For a big transformation, contact us today!

⛔ Negative Keywords: Protecting Budget and Increasing Efficiency

# Remember when I said keyword selection in a Google Ads campaign is an art? Well, using Negative Keywords is one of the most delicate yet powerful aspects of this art. It might seem counterproductive to reduce words, but the reality is that negative keywords act like an invisible shield that saves your budget from waste and makes your campaign incredibly more efficient.

So, what exactly is a negative keyword? It’s simple: they are the words for which you *don’t* want your ad to be shown in searches containing them. For example, suppose RasaWeb Afarin provides SEO services but does not offer SEO training. If someone searches “free SEO training,” you don’t want your ad to be displayed for that person, because that individual is looking for free training, not paid services. By adding the word “free” as a negative keyword, you prevent your ad from appearing for such searches.

Why is this so important? First of all, budget saving. Every click made by an irrelevant user is your money going to waste. With negative keywords, you ensure you only pay for those who truly have the potential to convert into customers. Second, increased conversion rate. When your incoming traffic is more relevant, the likelihood of them converting into leads or customers significantly increases. Third, improved Quality Score. Google places great importance on ad relevance. If your ad is shown for irrelevant searches, your Click-Through Rate (CTR) will decrease, and your Quality Score will suffer. With negative keywords, you boost relevance and achieve a better Quality Score, which means lower Cost Per Click and better ad positions.

Click here to preview your posts with PRO themes ››

Now, how do we find these negative keywords? The best place to find them is the Search Terms Report in your Google Ads panel. This report shows you which words and phrases triggered your ad to appear and get clicks. By reviewing this report, you can identify irrelevant words that are consuming your budget and add them to your negative keyword list. Additionally, you can brainstorm an initial list of words that are definitely not related to your business (such as “free,” “download,” “hiring,” etc.) and add them to the negative list from the very beginning.

Using negative keywords is an ongoing process. You should always check the Search Terms report and keep your negative list updated. This not only helps optimize your Google Ads campaign but also makes your ads smarter and more targeted over time, ultimately leading to a higher ROI (Return on Investment).

⚔️ Competitor Analysis: Smart Traffic Theft or Finding Your Own Niche?

# In the world of business, especially in the realm of digital marketing, competition is like a game of chess. Every move by your opponent can affect your game. So, it’s logical that we’d want to keep an eye on their moves, isn’t it? Competitor analysis in keyword selection for a Google Ads campaign is precisely what helps you not only keep up with your rivals but even stay one step ahead of them. This doesn’t mean blind copying, but rather smart learning from their strategies.

Why should we analyze competitors? Firstly, we can understand which keywords they are focusing on. This gives us ideas about which keywords are profitable in our market and perhaps we have been unaware of them until now. Secondly, we can identify their strengths and weaknesses. Perhaps they have invested heavily in very competitive and expensive keywords that don’t yield a good return on investment. We can attract the same targeted traffic at a lower cost by finding longer, less competitive keywords. Thirdly, we can understand what message they are conveying in their ads and how we can differentiate our own message.

How do we analyze competitors? The tools I mentioned earlier, like SEMrush and Ahrefs, are very useful here too. These tools have capabilities that can tell you which keywords your competitors are advertising with on Google Ads, how much traffic they get from those keywords, and even what negative keywords they are using (though this last one is a bit harder). By entering the competitor’s website domain, you can see a complete list of their paid keywords. This information is a goldmine!

But just looking at a list of keywords is not enough. You also need to think about their strategy. Are they focusing on brand keywords (like their own name)? Or on more general keywords? Are they advertising on informational keywords as well, or are they only focusing on purchase-intent keywords? The answers to these questions can give you good insight into where you stand. Perhaps larger competitors have saturated the market with highly competitive and expensive keywords. This is your opportunity to carve out a segment of the market from them by finding Niche Keywords or long-tail keywords. This means finding a unique position for yourself, instead of direct, head-on competition.

Remember, the goal of competitor analysis in a Google Ads campaign is not to imitate them, but to get inspired and differentiate yourself with a smarter strategy. Sometimes you can even learn from their mistakes and spend your budget on better things. This perspective helps you build a Google Ads campaign that is not only successful but also sustainable and profitable.

Competitor	Main Keywords (Paid)	Your Suggestion
Company X	“Cheap website design”, “App development”	Focus on “Professional website design with excellent UI/UX”, “Custom web development”
Agency Y	“Website SEO”, “Website optimization”	Use “Specialized SEO consulting for small businesses in Tehran”, “Increase organic website traffic”
Platform Z	“Internet advertising”, “Google Ads”	Focus on “Targeted Google Ads campaign”, “360-degree campaign management”

🏗️ Campaign Structure and Ad Groups: Order, Profitability, and Optimization

# So far, we’ve found keywords, learned about match types, and even looked at competitors. Now it’s time to arrange these like building blocks, with a specific order and rule, to create a strong structure for our Google Ads campaign. If your campaign and ad group structure is messy and disorganized, you’ll run into problems even with the best keywords. This structure is the foundation for future optimization and cost control.

First of all, “Campaign Structure”. Each campaign is usually set up for a broader goal. For example, you can have one campaign for “SEO Services,” one for “Website Design,” and one for “Google Ads.” Why do we do this? Because each campaign can have its own budget, target location (e.g., Tehran or all of Iran), display schedule, and Bidding Strategy. This segmentation allows you to have more precise control over each part of your advertising activities. For instance, you might want to allocate more budget for SEO services in Tehran.

After campaigns, we move on to “Ad Groups”. Each campaign includes one or more ad groups. Each ad group should revolve around a specific topic or theme of keywords and ads related to that topic. This is where the importance of relevance shows itself again. For example, within the “SEO Services” campaign, you can have one ad group for “On-Page SEO,” one for “Off-Page SEO,” and one for “SEO Consulting.” This ensures that the ads shown are precisely relevant to that group of keywords.

Now, why do we emphasize relevance so much? Because Google places great importance on it. When your keywords, Ad Copy, and Landing Page are all relevant, your Quality Score increases. A higher Quality Score means: 1. Lower Cost Per Click (lower CPC) 2. Better position for ad display. Ultimately, this means higher efficiency from your Google Ads campaign.

Regarding ad group structure, there’s a well-known strategy called SKAG (Single Keyword Ad Groups). This means each ad group includes only one keyword (with different match types). This method gives you maximum control and relevance, but it’s time-consuming to manage and build. It might be suitable for large businesses with high budgets. For most businesses, a structure with ad groups based on “theme” or “topic” is better, meaning you put several related keywords into one ad group. The important thing is that each group has a clear and specific topic so you can write relevant ads for it and later optimize its performance more easily. The better the organization, the higher the profitability.

📈 Continuous Keyword Optimization: Live and Dynamic

# Do you think that once you’ve launched a Google Ads campaign and set up your keywords, the job is done? Oh no, that’s just the beginning! Keywords are like living organisms that are constantly changing and evolving. People’s search behavior changes, competitors alter their strategies, and Google itself updates its algorithms. So, if you want your campaign to always stay fresh and profitable, continuous keyword optimization is an essential and ongoing task.

The first step is monitoring keyword performance. You need to regularly review your Google Ads reports. Which keywords are performing well and yielding good conversions? Invest more in them. Which keywords are just burning your budget with no returns? You should either remove them, change their match type, or add them to your negative keyword list. Remember, every low-quality click is a lost opportunity.

Click here to preview your posts with PRO themes ››

After that, don’t forget A/B Testing. You can write several different ad copies for a single keyword and see which one performs better. Sometimes, just by changing a headline or a description, the Click-Through Rate (CTR) and Conversion Rate can increase significantly. This means more revenue with the same budget. It’s truly simple, but many people overlook it.

Third, Bid Adjustments. Perhaps a keyword performs better during specific hours of the day or for users in a particular geographical area (e.g., in Tehran). Google Ads allows you to increase or decrease your bid for these specific conditions. For example, if you see that your Google Ads campaign for “SEO consulting” services performs excellently on Saturday mornings, you can slightly increase the bid for that time frame. This helps you make the most of golden opportunities.

Also, you shouldn’t neglect searching for new keywords. The market is always changing, and new keywords might become trendy that didn’t exist before. By using keyword research tools and reviewing the Search Terms report, always be on the lookout for new opportunities. For instance, if a new technology emerges in the website field, searches for “website design with [new technology name]” might start. These newly discovered keywords can be the hidden gems of your campaign.

Finally, perform regular review of negative keywords. As I mentioned before, this ensures your budget is spent optimally. Continuous optimization is somewhat like tending a garden. You constantly have to pull out weeds and water valuable flowers to get a good harvest. This is a repetitive and ongoing process that never ends, but its result is the sustainable success of your Google Ads campaign.

How can you gain the largest share of the online market amidst a multitude of competitors? RasaWeb Afarin, with its SEO optimization strategies, brings your website to the top of Google search results and increases targeted traffic.
✅ Significant improvement in keyword rankings on Google
✅ Increase in organic and targeted website traffic
✅ Specialized consultation for maintaining top positions
To guarantee your business’s top position, contact us: 09124438174

🌐 Local SEO and Keywords: A Vital Role in Regional Markets

# Well, so far we’ve discussed keywords, match types, and optimization. But there’s another important dimension that gains double importance, especially for businesses like RasaWeb Afarin that provide services in a specific region, such as Tehran or other cities in Iran, Local SEO and its related keywords. Why do some businesses, despite offering excellent services, not get noticed? Because they’ve overlooked the magical power of local keywords.

Imagine someone in Tehran looking for “professional website design.” If you are a company in Tehran, it’s logical that you would want to appear for searches like “professional website design in Tehran” or “best web designer in central Tehran.” This is where local keywords come into play. These keywords usually include the name of the city, neighborhood, region, or even the nearest geographical landmarks. Their search volume might be lower than general keywords, but the user intent behind them is incredibly strong. Someone searching for “SEO company in Vanak” is likely very close to making a decision to hire an SEO company in that specific area.

To start, add city names and key areas to your keyword list. For example, if you provide SEO services, it could include “SEO Tehran,” “SEO services Karaj,” “SEO company in Isfahan,” etc. You can even go a step further and create specific keywords for busy neighborhoods or commercial centers, such as “website design in Zaferanieh” or “digital marketing consulting in the Grand Bazaar.” This helps you attract precisely the potential customers who are in your service area.

In addition to adding local keywords to your Google Ads campaign itself, you should also pay special attention to optimizing your Landing Page for these keywords. This means that when a user clicks on an ad for “website design in Tehran,” they should land on a page that clearly indicates the provision of website design services in Tehran. This helps both increase your Google Quality Score and boost your conversion rate. The user feels that they have found exactly what they were looking for.

Considering local user intent is a huge competitive advantage. Many large businesses focus on general, national keywords and overlook the potential of local keywords. This is your opportunity to fill that gap. With a smart strategy in using local keywords, you can attract high-quality customers from within your region and ultimately contribute to the growth and development of your business in regional markets. This means a win-win situation, both for you and for customers looking for trusted local services. RasaWeb Afarin, given its extensive activity in SEO and website optimization, always pays special attention to this point in its clients’ campaigns.

Question	Answer
What is a keyword?	A keyword is a word or a set of words that users type into search engines like Google to find information, products, or services.
Why is choosing suitable keywords important in a Google Ads campaign?	Appropriate keywords attract targeted traffic, increase conversion rates, optimize advertising budget, and improve Return on Investment (ROI).
What are the best tools for keyword research?	Google Keyword Planner, SEMrush, Ahrefs, and Ubersuggest are among the best available tools for keyword research and analysis.
What is the advantage of Long-tail keywords?	These keywords usually have less competition, lower cost per click, and due to the user’s more specific search intent, lead to higher conversion rates.
What is the difference between keyword match types (Broad, Phrase, Exact)?	Broad Match has the broadest coverage; Phrase Match covers the phrase with words before and after it; and Exact Match is displayed only for that exact word or its closest variations.
What is the use of Negative Keywords?	Negative keywords prevent ads from appearing for irrelevant searches, which leads to budget savings, increased ad relevance, and improved conversion rates.
How do we identify negative keywords?	The best way to identify negative keywords is to review the Search Terms Report in the Google Ads panel and add irrelevant phrases to the negative list.
What is the importance of competitor analysis in keyword selection?	Competitor analysis helps you identify profitable keywords, the strengths and weaknesses of rivals, and optimize your strategy to differentiate and attract targeted traffic.
What is the role of Local SEO in keyword selection?	For businesses providing local services (like RasaWeb Afarin in Tehran), using keywords containing the city name, neighborhood, or geographical area facilitates attracting local customers with high intent.
What impact do AI and voice search have on the future of keywords?	AI focuses on understanding user intent, and voice search gravitates towards long, conversational keywords. This means focusing on user intent and more comprehensive content.

And other services of RasaWeb Advertising Agency in the field of advertising
• SEO optimization for marketplace platforms
• Social media page management and optimization
• Gen Z Marketing consulting
• Advertising campaigns through webinars
• Text content production for social networks
And over a hundred other services in the field of internet advertising, advertising consulting, and organizational solutions
Internet Advertising | Advertising Strategy | Advertorials

How to gain a larger share in competitive markets? Cement your superiority with strategic information. ✅ Increase market share with strategic planning.

✉️ info@idiads.com
📱 09124438174
📞 02126406207
📍 Tehran, Mirdamad Street, next to Bank Markazi, Kazeroun South Alley, Ramin Alley, P.O. Box 6