Keyword Research is essential to ensure you’re choosing keywords that aren’t too competitive or that have low quality scores or search volume.
Start by going through each ad group and keeping an organized list in an Excel document. It can be helpful use either Google’s Keyword Planner or WordStream’s Keyword Tool to find relevant keywords for each ad group. Be sure to keep in mind that it’s best to start small with the number of keywords you use per ad group (10-20 max). Be sure to use a variety of match types, bidding higher the more restrictive you go with each match type.
WordStream’s Keyword Suggestion tool can be found in the Smart Tools Section of Manage PPC. You can see suggested related keywords along with estimated average CPC, competition level, and estimated search volume.