When building a list, be sure to stand on the customer's side and think about using explicit keywords to specify a specific customer group. Use a general keyword to reach a wider audience. Select the keyword according to the ad group. Choose the keyword to choose the website or application to browse with the customer group. Program-related keyword usage tools to find missing phrases. Google’s keyword planning tool allows you to find relevant terms. When categorizing keywords in an ad group, you can ensure that you have enough keyword blocks. The Google Ads system determines the relevance of a group within a group. How to filter the appropriate keywords to see which keywords the competitors have purchased. You can use the Surfadweb (paid, free trial), ahrefs (paid) Paid Search report to find out which characters the competitors have probably purchased.