After reviewing your initial keyword selection, you can proceed to customize it further by adding both keywords and excluded keywords. When selecting keywords, it's important to ensure that they effectively capture buyer intent and are relevant to your chosen category. Put yourself in your customers' shoes and include keywords that align with the terms they would use when searching for your products or services. 

Excluded keywords play a crucial role in reaching relevant customers by refining when your ads will NOT appear. For instance, if your category is "plumbing service," consider excluding keywords like "DIY" or "YouTube." These keywords typically have lower conversion rates and are less likely to be used by individuals seeking plumbing services.