To define the best Google Ads keywords for PPC campaigns, follow these steps:

1. Understand Your Audience and Goals
Identify your audience's pain points, needs, and behavior.
Align keywords with your campaign's objectives (sales, leads, traffic, etc.).
2. Conduct Keyword Research
Use these tools to find keyword ideas:

Google Keyword Planner: Identify relevant keywords, search volume, and competition.
Google Search Suggestions: Look at the suggested queries when typing in the Google search bar.
Competitor Analysis: Analyze competitors' keywords using tools like Ahrefs, SEMrush, or SpyFu.
Google Analytics Search Queries: Analyze queries people use to find your site.
3. Focus on Long-Tail Keywords
Long-tail keywords (specific phrases with lower search volume) often convert better as they target more focused search intents. For example, instead of "shoes," target “buy black running shoes online.”

4. Group Keywords by Theme
Organize keywords into relevant ad groups based on products, services, or search intent. This makes your ad copy and landing pages more targeted and improves the Quality Score.

5. Use Negative Keywords
Exclude irrelevant traffic by setting up negative keywords. These prevent your ads from showing for unrelated searches, saving your budget.

Keyword Match Types
Google Ads offers different match types that control which searches trigger your ads:

Broad Match

Definition: Ads show for any search query related to your keyword, even if the exact words aren't used.
Example: If your keyword is "women's shoes," ads could appear for “ladies footwear” or “buy sneakers for women.”
Usage: Good for broad reach but can attract irrelevant traffic. Use with caution.
Broad Match Modifier (No Longer Supported)

Replaced by: Broad match but with a stronger focus on intent matching.
Phrase Match

Definition: Ads show for searches that include the meaning of your keyword in order, but can include extra words before or after.
Example: "red running shoes" can trigger ads for “buy red running shoes online” or “best red running shoes.”
Usage: More control than broad match, with moderate reach and relevance.
Exact Match

Definition: Ads show only for searches that exactly match your keyword or very close variations.
Example: If the keyword is "red running shoes," it could trigger ads for “red running shoes” or “buy red running shoes.”
Usage: Best for precise targeting and conversion, but with lower reach.
Negative Match

Definition: Exclude your ad from showing on specific terms.
Usage: Great for eliminating irrelevant searches that waste budget.