Compiling a comprehensive list of key terms and keyword phrases that you think are relevant for your business domain is important. Google Keyword tool can prove to be handy in your endeavor. You can check search statistics in the both local and global monthly searches columns of the tool. These suggest the number of search queries approximately matching your key terms performed on the search engine for a month (a 12-month average).

The search data inputs can be of help in the different ways:

• Your account structure: Creating an ad group based around one high-traffic keyword you find to be highly relevant will let you closely target ad text as well as a landing page to it.
• Budget planning: Check the amount of traffic available to your key terms so that you can plan your budget in an appropriate manner.
• Choice of keywords: Pick the key terms that are most likely to deliver quality leads even while sticking to your budget.

Following are a few more aspects that you should keep in mind:

Online traffic is driven by users’ inclination dependent on seasonality and current events. Accordingly, the number of searches on your key terms constantly fluctuates.

The statistics tend to vary based on your match type selection. If you choose Broad or Phrase match, the tool will factor in certain variations of your keywords, which could potentially ‘trigger’ your ads.

The keyword matching options will decide which searches can trigger the ads to appear and also control as who sees them. Each search-targeted keyword can be set with any of the four settings. (For a keyword matching option, you just need to insert the appropriate punctuation to a  key term)

Broad match: keyword
It lets your ad to be shown on similar phrases as well as relevant variations.

Phrase match: ‘keyword’
It lets your ad to be shown for searches, which match the exact phrase.

Exact match: [keyword] It lets your ad to be shown for searches, which will match the exact phrase, exclusively.

Negative match: -keyword
It makes sure that your ad won’t be shown for any search, which includes that particular term.

With certain options, you can draw more ad impressions and conversions, whereas with others, you will receive fewer impressions and a narrower targeting. You can enhance your ROI through proper matching options to your key terms.

Broad Match is the default option. Just to elaborate, if your ad group is comprised of ‘tennis shoes’ as the keyword, your ad would appear when one’s search term includes both or either words in any order, and along with other relevant terms. Your ads can also be shown for both singular/ plural forms and relevant set of variations like buy tennis shoes, running shoes, tennis shoe photos and tennis sneakers.

You can also run a search term report to check the keyword variations that potentially trigger your ad.