How to Use Google Keyword Planner
When you dip a toe into digital marketing, SEO, or Google Ads, Google Keyword Planner will pop up like a helpful friend. This no-cost tool from Google is a linchpin for exploring keyword ideas, crafting effective ad campaigns, and understanding the search patterns of your audience.
Whether you’re laying down the groundwork of an SEO roadmap or piecing together a Google Ads blitz, knowing your way around Keyword Planner can tilt the odds in favor of your online success.
In this guide, we’ll walk you from the first click through to pro-level strategies. By the time you finish, you’ll feel at home with Keyword Planner, ready to supercharge both your SEO and paid search game.
So, what is Google Keyword Planner, exactly? It’s a free feature tucked inside Google Ads that lets you find keywords related to your business, check how often people search for them, and gauge the level of competition. Think of it as your crystal ball for Google searches—whatever you learn helps you mold both your content and your ad campaigns into something your audience actually wants.
Although advertisers running pay-per-click ads rely on it, Google Keyword Planner is equally indispensable for anyone fine-tuning webpages, crafting blog posts, or simply wanting to rank higher in organic search results.
Reason to Use Keyword Planner
Spot the Right Keywords: The tool reveals search terms closely tied to your business, letting you peek into the minds of future customers.
Check Monthly Search Volume: You’ll see how many times a keyword gets searched per month, which helps you zero in on the phrases with the biggest traffic potential.
Gauge Keyword Difficulty: Keyword Planner shows you how tough it is to rank for certain terms. Knowing the competition helps you pick effective keywords, a must whether you’re creating ads or content.
Shape Your Content Roadmap: When you understand what your audience is interested in, you can craft articles, guides, and updates that align with their queries, increasing your chances of appearing at the top of organic search results.
How to Get Started
Simply create or log in to a Google Ads account. Once you’re in, look for the “Tools” menu, and you’ll spot Keyword Planner waiting for you.
Log in to Google Ads: Head over to the Google Ads site and use your Google account login. If you still need an account, you can set one up there.
Go to Tools and Settings: Look for the upper right corner of your Google Ads screen and click the wrench icon, labeled “Tools and Settings.”
Choose Keyword Planner: In the Planning group, click Keyword Planner. This brings up the Keyword Planner interface, where you can start exploring keywords that align with your business.
How to Use Google Keyword Planner: The Fundamentals
Once you’re on the Keyword Planner screen, you’ll see two primary tools: Discover New Keywords and Get Search Volume and Forecasts. Each of these serves a distinct purpose in your keyword research. Here’s a quick rundown of what they do:
- Discover New Keywords
With this tool, you can enter relevant words or phrases and get a fresh batch of keyword ideas in return. This is great for creative sessions, identifying new keyword opportunities, and uncovering variations you might not yet have on your radar.
Step-by-Step Process:
Enter Seed Keywords: Start by typing a few core words or phrases that relate directly to your business, product, or service. For a fitness blog, seeds might include “home workouts” or “fitness tips.” Keep it focused but broad enough to generate a variety of ideas.
Choose Targeting Options: Select the country, language, and search networks you want to cover—Google or its partner sites. Narrowing this down helps you connect with the right audience in a specific region, or ensures your message is in the right language.
Review Keyword Ideas: Google generates a fresh list of keyword suggestions linked to your initial seeds. For each keyword, you’ll see the average monthly searches, how competitive it is, and an estimated bid—handy if you’re thinking of running paid campaigns.
Refine Your Search: Use filters to narrow down the list based on search volume, competitive level, or keyword type. You can choose between broad, phrase, or exact matches, depending on how precise you want your targeting to be.
Advanced Tip: For deeper, actionable data, switch to the “Ad Group Ideas” view. Google clusters related keywords into groups that tend to be searched together. This insight is gold for building focused ad campaigns or creating tightly themed clusters of blog posts.
- Retrieve Search Volume and Projections
After compiling your keyword list, you’ll probably want to explore search volume statistics and project how specific keywords are likely to behave moving forward. This capability enables you to track past search trends, enhancing your ability to make informed, data-driven decisions.
Step-by-Step Approach:
Enter Your Keywords: You can either paste keywords directly into the tool or upload a .csv or .txt file containing your entire list.
Customize Your Criteria: The Google Keyword Planner allows you to specify the historical date range, geographic location, and language for your analysis.
Examine the Outputs: The tool returns a granular view, including average monthly searches, competition scores, a range for the top-of-page bid (for paid search), and projected clicks or impressions for the keywords you entered.
Investigate Trends: You’ll see a graph showing how search volume is expected to shift over the next 12 months, allowing you to pinpoint seasonal patterns and identify keywords that are gaining momentum.
Pro Tip:
Select the “Add Forecasts” option to estimate how keywords are likely to perform. This tool provides projected clicks and impressions, guiding you toward the keywords that are poised to deliver the strongest outcomes.
Google Keyword Planner offers several handy features and filters that can enhance your keyword discovery process and lead to more effective targeting.
- Search Volume and Competition Filters
The tool allows you to filter your keyword ideas by search volume and competitive pressure. By focusing on terms that combine high search volume with a lower competitive score, you can effectively connect with your audience while keeping ad costs in check.
Strong Volume, Low Competition: Perfect for organic search initiatives. These terms are more attainable for rankings and can sustain steady visitors.
Strong Volume, Strong Competition: Tougher to rank organically but can justify a placement in a paid ad strategy.
Moderate Volume, Low Competition: A smaller audience, perhaps, but more specialized and often more willing to convert.
- Enhanced Keyword Filters for Specificity
Beyond the volume and competition axes, Keyword Planner packs a suite of additional filters, allowing you to trim your keyword pool with finesse:
Keyword Inclusion: Isolate terms that contain particular words or exact phrases.
Competition Level: Set your focus on keywords classified as low, medium, or high competitive intensity, helping you match your bid and content resources to the competitiveness.
Bid Range: If you’re gearing up for a paid campaign, check the suggested bid prices for each keyword you’re considering. This helps you plan your budget effectively.
Group Keywords into Ad Groups: Using Google Keyword Planner, you can easily bundle your keywords into sensible ad groups. Once you import your keywords, the tool automatically recommends groupings based on the relevance of each keyword. This feature is especially handy for structuring your PPC campaign, enabling you to create tightly focused ad groups that target specific search terms.
Best Practices for Using Google Keyword Planner
With the navigation techniques mastered, keep these best practices in mind to maximize the tool’s effectiveness.
Start with Broad Seed Keywords: Begin your research with broad seed keywords that accurately reflect your primary offerings. Terms like “fitness,” “fashion,” or “home decor” work well. Google Keyword Planner will then propose a host of variations that are often more specific and actionable.
Research Competitor Keywords: To see what your rivals are chasing, plug their website URL into Keyword Planner. The tool will reveal the keywords for which they rank, providing a roadmap of terms you might want to target to level the playing field.
- Zero In on Long-Tail Keywords Long-tail keywords are those longer and more specific phrases people use when they’re closer to a purchase. They often attract lower overall traffic but compensate with higher conversion rates because they answer a precise need. Rather than shooting for a broad term like “shoes,” aim for “best trail running shoes for women with flat feet.” That’s a search likely to end with a sale.
- Watch for Seasonal Fluctuations. Many businesses see search volume rise and fall with the seasons. Using Google Keyword Planner to chart trends over the year lets you spot when interest is about to spike. Armed with that knowledge, you can roll out content, ads, or promotions precisely when people are looking for it, rather than months too early or too late.
- Adjust PPC Bids Using Keyword Insights. For anyone running ads through Google Ads, Keyword Planner provides crucial data for fine-tuning bids. By checking suggested bid ranges and the competitive landscape for keywords, you can assign budget to the terms that are both achievable and profitable, rather than wasting spend on terms that are too cost-prohibitive.
What to Watch Out For with Google Keyword Planner. Don’t Dismiss Competition Numbers. Chasing high search volume can override your best judgment. Pay close attention to competition data; if a term is marked “high,” the cost and effort to rank for it may outweigh the returns. Instead, invest in lower-volume, lower-competition long-tail keywords that filter in the right kind of traffic.
Failing to Refresh Your Keywords: Search behavior is never static; it shifts steadily. Scheduling regular check-ins with the Keyword Planner helps keep your strategy aligned with user interests, ensuring your content and campaigns remain fresh and effective.
Neglecting Search Intent: Keywords Alone Are Just Numbers. The real work lies in unearthing the intent driving those searches. Choose keywords that connect directly with the questions and needs users bring to the search box.
Wrap-Up
Google Keyword Planner is a free and powerful ally in your quest for keyword data that fuels both SEO and paid search. It helps you uncover fresh opportunities, gauge search volume and competition, and anticipate future trends, all of which equip you to optimize campaigns that perform better and deliver a stronger return.
Whether you’re fine-tuning organic rankings or managing Google Ads, mastering the Planner is a non-negotiable step in sharpening your entire digital marketing playbook.
Dive into Google Keyword Planner today. Polish your keyword approach, elevate your content’s discoverability, and attract the traffic that truly matters for your site.