Table of Contents
- Introduction
- Step 1: Access Keyword Planner
- Step 2: Discover New Keywords
- Step 3: Refine Your Keyword List
- Step 4: Look at Search Volumes
- Step 5: Separate PPC Keywords from SEO Keywords
- Step 6: Evaluate Competition Levels and Costs for PPC Keywords
- Step 7: Get PPC Forecasts
- Taking Keyword Research to the Next Level
- Conclusion
- FAQ
Introduction
In the digital marketing landscape, effective keyword research is essential for successful online campaigns. Whether you are focused on Pay-Per-Click (PPC) advertising or Search Engine Optimization (SEO), understanding which keywords potential customers use is critical. One of the most powerful tools you can use is Google's Keyword Planner. This free resource on the Google Ads platform can provide valuable insights into search terms, their popularity, and potential costs for advertising.
If you are new to keyword research or looking to refine your strategies, this guide will walk you through the steps of using Google Keyword Planner, making it a valuable asset for your digital marketing endeavors.
Step 1: Access Keyword Planner
To begin using Google Keyword Planner, you need to access it via the Google Ads platform. If you don't already have a Google Ads account, you'll need to create one. Although the setup process will seem like you are preparing to launch an ad campaign, don't worry—you aren’t required to launch any ads unless you choose to.
Once your account is set up, navigate to "Tools" > "Planning" > "Keyword Planner" within the Google Ads dashboard.
Step 2: Discover New Keywords
Once inside the Keyword Planner, you have the option to "Discover new keywords." This is where the magic happens. You can input a keyword related to your business or a URL of your website, and Google's Keyword Planner will generate a list of related keywords along with various metrics.
Select your target language and locations, such as countries, regions, or cities to get accurate results. After setting your parameters, click on "Get results" to view keyword suggestions.
Step 3: Refine Your Keyword List
With a plethora of keyword suggestions in hand, refining your list is crucial to focus on the most relevant and potentially profitable keywords. Utilize filters to include or exclude specific terms. For instance, a luxury brand may want to exclude keywords like "cheap" to maintain brand positioning.
You can filter by various criteria, including:
- Keyword: Terms that contain or do not contain specific words
- Semantic Match: Include/exclude terms with similar meanings
For ad campaigns, you can save irrelevant keywords as negative keywords to prevent your ads from showing for these searches. Select these irrelevant keywords and choose “Add as negative keywords” to keep your ads finely targeted.
Step 4: Look at Search Volumes
Keyword search volume is an essential metric, representing the average number of searches per month for a given keyword. Understanding search volumes helps gauge potential traffic. Google Keyword Planner provides broad estimates which can guide you in identifying opportunities.
For more precise estimates, tools like Semrush's Keyword Magic Tool can complement your research, offering more accurate search volume data.
Step 5: Separate PPC Keywords from SEO Keywords
Keywords often serve different purposes based on the platform and medium. For PPC campaigns, you’re generally targeting specific user actions, while SEO focuses on organic visibility and driving traffic to your site.
To determine the intent behind a keyword—whether users are just browsing or ready to make a purchase—you can analyze search intent:
- Informational: Users seeking information
- Navigational: Users looking to find a specific website
- Commercial Investigation: Users comparing products/services
- Transactional: Users ready to buy
Identifying and categorizing these intents can help you allocate keywords to the appropriate campaign—PPC or SEO.
Step 6: Evaluate Competition Levels and Costs for PPC Keywords
In any competitive market, understanding the landscape is key. Google Keyword Planner provides metrics to give insight into the competitiveness and cost of bidding for keywords:
- Competition (indexed value): Indicates how contested an ad keyword is
- Top of bid (low range): Minimum cost per click
- Top of page bid (high range): Maximum cost per click
- Competition level: From "Low" to "High"
For a deeper analysis, Semrush’s tools like the Keyword Magic Tool or Keyword Overview can provide granular details on keyword difficulty and domain-specific challenges.
Step 7: Get PPC Forecasts
After refining your keyword list, Google Keyword Planner allows you to forecast the performance of an ad campaign. By experimenting with different bid strategies, budgets, and campaign dates, you can approximate the outcomes and set realistic goals.
To access these predictions, navigate to the "Forecast" tab and adjust your parameters. If satisfied with the potential outcomes, you can proceed to create and launch your ad campaign directly from the tool.
Taking Keyword Research to the Next Level
While Google Keyword Planner is an indispensable tool for initial research, complementing it with other resources can greatly enhance your strategy. Semrush's Keyword Magic Tool offers advanced features such as more accurate search volumes, comprehensive keyword difficulty assessments, and enriched data sets for in-depth analysis.
Conclusion
Mastering keyword research with Google Keyword Planner can significantly boost both your PPC and SEO efforts. By following the steps outlined in this guide, you can discover new keywords, refine your list, separate PPC from SEO keywords, evaluate competition, and forecast campaign performance. Leveraging these insights will better position your brand in search results and optimize your marketing strategies.
FAQ
What is Google Keyword Planner best used for?
Google Keyword Planner is ideal for both PPC and SEO keyword research. It helps identify which keywords people are searching for, their popularity, and estimated costs for advertising.
Is Google Keyword Planner free?
Yes, Google's Keyword Planner is a free tool, although you need to create a Google Ads account to access it.
Can Google Keyword Planner be used for SEO?
Absolutely, you can use Google Keyword Planner to find relevant keywords for your website content, helping improve your organic search ranking.
How accurate are the search volumes in Google Keyword Planner?
The search volumes in Google Keyword Planner are broad estimates. For more precise data, additional tools like Semrush’s Keyword Magic Tool are recommended.
How do I refine my keyword list in Google Keyword Planner?
You can refine your list by using filters to include or exclude specific terms and by adding irrelevant terms as negative keywords to prevent them from triggering your ads.
