Keywords are words or phrases that relate to the products and services you wish to advertise. You'll see the Choose Keywords page as you go through the process of creating or modifying a campaign or creating or adding an ad group in the campaign. Use this page to specify additional keywords for your ad group. We can help by providing a list of related keywords. (If you have a list of keywords already, you can type or paste them into this page.) You can also add custom keyword settings for each keyword. (If you don't add custom settings now, you can select them later in the Keywords Details page.) However you specify your keywords, make sure they comply with Sponsored Search Editorial Guidelines.

• Quick Summary

• Getting Related Keywords

• Entering Keywords

• Specifying Custom Keyword Settings

Quick Summary

To complete this step:

1. Do either - or any combination - of the following:

• Find keywords. Use the Find Keywords panel to view a list of keywords to consider adding based on three or more descriptive words you enter, the content of a web page, and any words or phrases you want to include or exclude from the keywords. Then click the checkboxes for keywords you want to add and click Add Keywords.

• Type or paste keywords. If you already know the keywords you want to use for this ad group, type them directly into the text box in the Selected Keywords panel

2. (Optional) Specify custom settings for the keywords in the Selected Keywords panel. You can enter custom keyword settings now, or add or change them later in the Keyword Details page. See Adding Custom Keyword Settings for details.

3. Click the Add Excluded Words link. The Add Excluded Words panel opens. Enter words or phrases that are not relevant to your business.

4. Click the Next button.

Getting Related Keywords

Use the Find Keywords panel to get keywords that relate to the products and services you want to advertise.

To help you select keywords that fit your business goals, we'll also display the relative estimated number of searches for each keyword. Use the estimated searches to compare the search volume for the keywords. If your goal is to bring a large number of visitors to your web site, you may want to select more general keywords with a large number of searches. If your goal is to increase conversions on a small budget, you may want to select more specific keywords with a small number of searches. Note that these calculations are estimates only and not guarantees.

To get a list of possible related keywords:

1. In the Find Keywords panel, enter three or more words or phrases that relate to your products and services. Put each word or phrase on a separate line.

2. (Optional) Enter a URL from your web site.

3. (Optional) In the Specify Words That Must Appear in Each Keyword field, enter required words for the keywords. All our related keywords will contain the word or words you enter here. Separate words with a comma. Put quotation marks around phrases of two or more words. For example, if you want only keywords containing the word "internet," enter "internet" in this field. To exclude keywords containing the phrase "available online," enter "available online"“ enclosed in quotation marks.

4. (Optional) In the Specify Words That Must Not Appear in Keyword field, enter any words to be excluded from the related keywords. None of our related keywords will contain the word or words you enter here. Separate words with a comma. Put quotation marks around phrases of two or more words. For instance, to exclude keywords containing the word "free," enter "free" in this field.

5. Click Get Keywords. We'll show you related keywords and the relative number of searches you might get for each keyword.

6. In the Choose Your Keywords panel, click the checkbox for keywords you want for this ad group and click Add Keywords. The keywords you selected appear in the Selected Keywords list in the right panel.

7. (Optional) To get additional keywords, click Refine This List. The Refine Keyword List dialog box, listing related keywords, opens.

• Click the Reject box for keywords that aren't relevant to your business or that you don't want to include in the ad group. All other keywords will be considered for possible related keyword.

• Click Get More Keywords. Additional related keywords are listed in the Find Keywords panel.

8. (Optional) Repeat steps 6 and 7 to add keywords to the Selected Keywords list and to get more keywords.

Entering Keywords

You can enter keywords directly in the Selected Keywords panel, by either typing or pasting them in the text box. In either case, be sure that each keyword is no longer than 100 characters and that you enter each keyword on a separate line, without commas, semicolons, or other punctuation.

Specifying Custom Keyword Settings

Regardless of how you select keywords, you can add custom settings for some or all keywords in the Selected Keywords panel. You can include the following custom settings for each keyword:

• Custom bid

• Custom URL

• Alternate text

• Match type (Advanced or Standard)

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To learn more about keywords and Editorial Guidelines see:

• Adding Custom Keyword Settings

• Keyword Details

• Edit Existing Keywords

• Set Keyword Bids

• Sponsored Search Editorial Guidelines