Start with the posting, not a generic keyword list
ATS keywords can include tools, methods, certifications, and responsibilities. The useful terms depend on the specific vacancy. Two employers hiring a Digital Marketing Specialist may emphasize different work. One might focus on paid search and ROAS, while another prioritizes email segmentation and content marketing.
Sort requirements by context
- Highlight terms under Required Qualifications and note minimum credentials or experience.
- Mark skills tied to core responsibilities, especially if they appear more than once.
- Put preferred qualifications in a separate group. A preferred certification and a mandatory license carry different weight.
- Compare the list with your actual experience. Mark which terms you can support with an example.
Put each term where it belongs
List a tool like Google Ads in Skills when you have used it. In Work Experience, explain which campaigns you managed and what you tracked. Put a degree under Education and an earned credential under Certifications. If you use a recognized abbreviation, include the expanded form where helpful, such as search engine optimization (SEO).
Example from a marketing posting
A listing asks for Google Ads, PPC, conversion tracking, and GA4, and says a Google Ads certification is preferred. If you ran paid search campaigns and validated conversion events, describe that work using the employer’s terms where accurate. Add the credential only if you earned it. Use a metric you can explain, such as cost per lead or conversion rate.
Run a focused keyword comparison
Paste the posting into the ATS Keyword Generator. Add a PDF or DOCX resume if you want to see overlap. Use the missing terms as a review list. Pick two or three priorities you can demonstrate and revise a bullet for each. Then read the resume from beginning to end to catch repetitive or awkward wording.
ATS keywords from a job description: a customer support example
Suppose a posting requires Zendesk and written customer support, prefers French, and says the team handles billing escalations. Treat Zendesk and written support as explicit requirements. French belongs under preferred qualifications. Billing escalations describe the work, so they are a useful phrase when you can show how you handled a similar case.
- Zendesk: Name the platform in Skills or Work Experience if you used it. If your experience is with Freshdesk, list Freshdesk and describe the comparable workflow.
- Written customer support: Show the channel and the work. For example, “Answered billing questions by email and documented unresolved cases for the finance team.”
- French: List your actual proficiency under Languages if it is relevant to the role.
Use the ATS Keyword Generator to surface terms, then check their context in the original posting.
