Building an efficient keyword list is critical to the success of an AdWords Campaign – whether using a Google Grant or a regular paid-for AdWords account. The best and easiest way to start a Campaign is to begin with small groups of closely related keywords/ phrases covering a single idea in each AdGroup. Initially they should be all Broad Match. With Google this means extended Broad Match ie your ad will be triggered by synonoms or keyphrases related to your initial keyphrase.  After a week or so of the Campaign you should check how each of the main keywords are performing.

New Search Query Tool in AdWords

The new AdWords interface allows you to very easily access this information, by AdGroup or individual keyword, via the Search Query Performance Report.  Say you had an AdGroup relating to working part time and you had  included the keyphrase `part time`. After running the Campaign for 7/10 days you check the Search Query Report and see that for the keyphrase `part time` 25 clicks were registered. Of this 25 the report shows that 5 were as a result of Exact Match,  10 via Phrase Match and 10 via Broad Match. Review the keywords marked as Phrase or Broad Match and see if any of the search terms that triggered the ad were used 2 or more times. If so add these terms into the AdGroup as Broad Match. Doing this regularly will exand your keyword list with more high performing keywords. Note that if any of the Phrase or Broad match terms are not related to your ad eg `electrical timer`, `kitchen timer`you should put `electrical` and `kitchen` as negative keywords to prevent your ad from showing for these unrelated terms. Keywords that regularly achieve less than a 1% CTR should be looked at very closely with a view to either deleting them or moving them to a more appropriate AdGroup or Campaign.