Keyword Architecture

Chapter Objective

By the end of this chapter, you will have:

• A repeatable keyword architecture for every Buying Moment
• Clear rules for what belongs together — and what never should
• A tiered system that balances control and discovery
• Keywords structured so Google learns correctly, not expensively

This chapter is about structure, not scale.

The Core Problem This Chapter Solves

Most advertisers either:

• over-constrain (nothing spends), or
• over-expand (budget drains with junk traffic)

Both failures come from flat keyword lists.

Flat lists mix:

• different intent strengths
• different emotional states
• different risk profiles

Google cannot learn from that chaos.

The Core Rule (Non-Negotiable)

One Buying Moment = One Keyword System

Never mix Buying Moments inside one ad group.

Even if keywords look similar. Even if volume seems low. Even if Google suggests it.

Similarity in words does not mean similarity in intent.

The Four Keyword Tiers (The Only System You Need)

Each Buying Moment gets four tiers of keywords.

You will not skip tiers. You will not merge tiers. You will not "optimize" tiers away.

TIER 1 — CORE INTENT

The Spine of the Ad Group

What Tier 1 Is

Tier 1 contains:

• the most direct
• most literal
• highest-intent expressions of the Buying Moment

These keywords:

• match the situation closely
• signal readiness to act
• should feel "obvious" once written

Examples (EV Charger — Failed Inspection)

• ev charger failed inspection
• electrician fix charger inspection
• redo ev charger install

These are not:

• brand keywords
• feature keywords
• generic service terms

Tier 1 Rules (Hard Rules)

• Phrase match only
• 5–15 keywords max
• Every keyword must clearly imply the Buying Moment
• If a keyword could belong to another Buying Moment, remove it

TIER 2 — EXPAND (Problem + Context)

Controlled Reach Without Dilution

What Tier 2 Is

Tier 2 captures:

• variations
• context
• urgency
• environmental modifiers

These keywords widen reach without losing the moment.

Examples

• charger install redo before move in
• electrician failed ev charger
• ev charger inspection problem

Notice:

• still situational
• still pressured
• slightly less literal

Tier 2 Rules

• Phrase match only
• 10–30 keywords max
• Must still imply the Buying Moment
• No generic service keywords

If you feel tempted to add "near me" here, wait — that's handled later.

TIER 3 — QUESTIONS (High-Intent Only)

Late-Stage Curiosity Under Pressure

What Tier 3 Is

Tier 3 includes questions, but only the right ones.

These are not:

• educational
• beginner
• exploratory

They are decision-adjacent questions.

Examples

• how to fix failed ev charger inspection
• who fixes ev charger install problems
• how long to redo ev charger install

These questions signal:

• urgency
• readiness
• need for confirmation

Tier 3 Rules

• Phrase match only
• Filter aggressively
• If a question could be answered by a blog post, remove it

TIER 4 — SMART BROAD (DISCOVERY, NOT GAMBLING)

Only After Structure Exists

What Tier 4 Is

Tier 4 allows Google to:

• discover close variants
• learn language patterns
• expand cautiously

This is not volume chasing.

Tier 4 Rules (Strict)

• Broad match
• 1–3 keywords max
• Must include strong context words
• Never generic service terms

Example

• ev charger inspection problem
• fix failed ev charger install

Never:

• ev charger
• electrician
• electrical services

Those belong nowhere near Tier 4.

How the Tiers Work Together

Think of the system like this:

• Tier 1 = teaches Google what success looks like
• Tier 2 = teaches variation without chaos
• Tier 3 = captures decisive question-based intent
• Tier 4 = controlled discovery once learning stabilizes

Remove one tier and learning degrades.

Step 12A — Build One Buying Moment Completely

Do not build all Buying Moments at once.

Start with one:

1. Build Tier 1 fully
2. Then Tier 2
3. Then Tier 3
4. Then Tier 4

Only then move to the next Buying Moment.

This protects your budget and your sanity.

Step 12B — Use AI to Assist (Not Decide)

AI is useful for:

• variation discovery
• phrasing ideas
• blind-spot detection

AI is not allowed to:

• decide intent
• approve inclusion
• override Buying Moments

AI Prompt: Tier Expansion (Safe)

I am building keyword tiers for this Buying Moment: [INSERT BUYING MOMENT].

Generate keyword ideas that match the same situation and urgency. Label suggestions as:

• Core
• Expanded
• Question
• Discovery

Do not include generic service keywords.

You still decide what stays.

Required Output (Hard Gate)

You must finish this chapter with:

• At least one fully built Buying Moment keyword system
• All four tiers completed
• Clear separation between tiers
• Phrase match for Tiers 1–3 only

Save this structure. You will reuse it.

Common Failure Patterns

If this chapter is done poorly:

• Google spends too broadly
• Learning never stabilizes
• CPC climbs with no insight
• Negatives explode later

Structure now prevents cleanup later.