To understand the relationship between customer queries and keywords, Google recently released a white paper- Keywords To The Wise that includes a checklist. Take a look here:
Align your keywords with your business goals
Think comprehensively, about the many ways customers could find you.
Your keywords set should include consideration of all the unique user queries that are possible when searching for your business. Each set of keywords serve a unique purpose. Group keywords by performance targets — like profitability or cost-per-acquisition, or by business structure, product or brand. Then adjust your bid strategy to expand your reach, simplify your process and eliminate poorly qualified impressions.
Delete low search volume keywords
Reduce the clutter… and the time it takes to analyze the long list of keywords in your performance reports. If some of the keywords aren’t getting many impressions or visibility for you, there’s no need to keep them around.
Manage keyword match types for better control
Consider each match type and what part they play in your adwords account. This is vital while crafting your keyword strategy. For example, you can capture long tail keywords with a broad match type, or use exact match for your primary volume and value drivers.
Don’t create variations of phrase/exact match keywords.
The phrase match type will provide a lot of visibility for you, so you don’t need to worry about creating additional keyword variations. The many variations eventually turn into an extra keyword mess in your account.
Always look for new targeting opportunities
Try Dynamic Search Ads to simplify account management. Dynamic Search Ads (DSA) offer an automated option for targeting. Dynamic Search Ads automatically targets queries searched by user and generates tailored headings based on the content of your site. This provides an expanded reach while saving a lot of time.
Expand the reach of existing keywords
Improving the rank of your ads can boost the presence of your ads and expand your reach. Pairing a more aggressive bidding strategy with a higher quality score can drive an improved Ad Rank and increase the reach of your existing keywords.
Increase your user reach by targeting search partners
You can opt to target search partners (sites that partner with Google to show ads on their search results) at the campaign level. Search partners provide new places for your keywords, and it may result in reduced CPCs and improved CPAs due to different competitive dynamics than the Google.com search auction.
Use negative keywords to refine your traffic
Make negative keyword add-ons a regular practice. Negative keywords stop your ads from showing to searchers with queries that are less relevant in what you have to offer, even though the actual query may be syntactically associated to the keywords in your account. Two primary tools to find negative keywords are the 1) Keyword Planner and the search terms report.