How to know which keywords bring conversions? You don't until you don't run them. Try them and see what's working and what's not working. If it's a fairly new account, even if it’s not new, avoid one-word keywords. They are too broad. The intent is not there. So you need to see the intent. How to make a pizza. There's no intent to order a pizza online, right? It's information.
People are looking, at what is the pizza, how it is made, and all that. What ingredients does it have? Whereas ordering pizza online, there is big intent. Somebody is hungry. They are looking for a restaurant or a takeaway to deliver pizza or home delivery pizza. Those kinds of keywords' intent are there. So you need to go after those keywords which have got intent, and they will convert.
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