Google AdWords Keyword Planner is a free software tool webmasters use to learn about the popularity of keywords and keyword phrases, how Google search engine users are looking for specific keywords, the competition to buy Google Ads advertisements using those keywords, and the cost per click.
Paid advertising campaigns are conducted on a pay-per-click (PPC) basis. On the Search Engine Results Page (SERP), both non-paid (also called “organic”) and paid search results appear. It is estimated that 70% of Internet users will click on organic search results, and 30% will click on a paid advertisement.
Even though the paid ads receive fewer clicks than the organic results, it is still possible to conduct profitable PPC campaigns.
Keyword research is a fundamental part of any PPC or SEO strategy. Finding keywords that drive qualified traffic to your site starts with using the right tools. Google’s free Keyword Planner should be a key part of your research process.
When used strategically, Keyword Planner provides unique insights beyond just suggested keywords. You can analyse search volume data, competition metrics, suggested bid prices, and more.
This guide will walk you through how to maximise your use of Keyword Planner to uncover the best keywords and inform you of your overall targeting approach. Follow these tips to get the most out of this invaluable research tool.
It is simple to learn the basics of Google Ads Keyword Planner.
If you already have an Ads account, skip this paragraph. A new user must establish a Google Ads account by visiting the Ads website. A YouTube video showing how easy it is to set up a Google As account in about ten minutes.
Google describes the Ads Keyword Planner as a tool used by those launching a paid advertising campaign, expanding an existing campaign, or considering the launch of a paid advertising campaign to help them do the following:
Try to think as if you are your own best customer.
What would you search for to find your own company, products, or services?
What would you type in the Google search engine?
Select keywords that are less generic and more likely to target your best customer.
Use more general searches of keywords to get more people (more costly), but get very specific to find the best target customers.
Choose the right balance of keywords in an ad group. Usually, this is five to no more than twenty. Google automatically includes misspellings and plural versions of keywords, so there is no need to add those to any ad group.
A Few Simple Tests to Perform
Get the help of a young person (age 12 to 18) who is very used to using the Internet to find things. Ask them to find a company in your target market that sells a particular product or service. Then, watch and record what they see.
Repeat the test of #1 above, but the second time, use an adult (19 to 34).
Repeat the test of #1 above, but the third time, use an older adult (35 to 65).
Please note: If all three categories of youngsters, young adults, and older adults do not find your company as listed in the organic search results on the SERP or as a paid advertisement on the SERP, then this points out a problem with your online marketing campaign and a need for adjustment.
Google claims that every advertiser using Google Ads should aim to make $2 in revenue for every $1 spent on Google Ads advertisements. According to a 2009 study conducted by Google’s Chief Economist, Hal Varian, this was the average performance of a large sample of advertisers using Ads.
There is a possibility of losing money when conducting ad campaigns. The biggest mistake by less experienced advertisers is using keywords that are too broad in scope. For example, searching for the keyword “mechanic” will find all types of mechanics, such as auto mechanics, aeroplane mechanics, etc. Additionally, it will find everything related to mechanics, such as mechanic jobs or parts used by mechanics.
Understanding this problem, paying for the keyword “mechanic” on Ads to advertise an auto repair shop in Glasgow would be a horrendous waste of advertising dollars. A better choice would be to pay for the keywords “auto mechanic Glasgow” or “Glasgow auto mechanic.”
The Significance of Keyword Research in Successful PPC Campaigns
Keyword research identifies and analyses relevant keywords that people search for information or products online. In PPC advertising, keyword research is crucial in targeting the right audience, optimising ad spend, and maximising campaign effectiveness.
Unveiling the Power of Google AdWords Keyword Planner
Google AdWords Keyword Planner is a free tool that provides valuable insights into search terms, competition levels, and keyword performance metrics. It enables you to:
Discover Relevant Keywords: Uncover hidden keywords that align with your target audience and business goals.
Analyse Keyword Competition: Assess the competitiveness of your chosen keywords to optimise your bidding strategies.
Estimate Search Volume: Gain insights into the search volume for potential keywords to prioritise high-performing ones.
Identify Negative Keywords: Exclude irrelevant keywords to prevent ad spending on irrelevant searches.
A Step-by-Step Guide to Keyword Research Using Google AdWords Keyword Planner
Seed Keywords: Start with a few broad keywords related to your business or products to generate additional suggestions.
Refine Your Keyword List: Analyse the suggested keywords, filtering them based on relevance, search volume, and competition.
Organise Keywords into Ad Groups: Group related keywords into ad groups to create targeted and effective ads.
Actionable Tips for Selecting, Filtering, and Prioritising Keywords
Consider Search Intent: Ensure your selected keywords align with the search intent of your target audience.
Prioritise High-Volume, Low-Competition Keywords: Focus on keywords with high search volume but moderate competition to maximise reach.
Incorporate Long-Tail Keywords: To attract targeted traffic, include long-tail keywords that are more specific and have lower competition.
Common Mistakes to Avoid When Using Google AdWords Keyword Planner
Overreliance on Automated Tools: While tools are valuable, conduct manual keyword research to better understand your target audience’s search patterns.
Neglecting Negative Keywords: Regularly review and update your negative keyword list to prevent irrelevant ad impressions and wasted ad spending.
To illustrate the power of effective keyword research, let’s examine a few real-world examples:
Case Study 1: An e-commerce store specialising in organic skincare products utilised Google AdWords Keyword Planner to identify long-tail keywords related to specific skin concerns. Targeting these niche keywords attracted highly qualified traffic and significantly increased their sales.
Case Study 2: A SaaS company providing project management software leveraged Google AdWords Keyword Planner to uncover industry-specific keywords. By targeting these keywords, they connected with their ideal audience and substantially boosted lead generation.
Common Mistakes to Avoid
Steering clear of common mistakes can significantly enhance your keyword research efforts:
Over-reliance on Branded Keywords: While branded keywords can be valuable, don’t overlook the potential of non-branded keywords to reach a wider audience.
Neglecting Long-Tail Keywords: Long-tail keywords, though less frequently searched, often attract highly motivated searchers, leading to higher conversion rates.
Ignoring Search Intent: Ensure your keywords align with users’ search intent to avoid irrelevant traffic and wasting your budget.
Failing to Monitor Performance: Regularly monitor your keyword performance, identifying underperformers and making adjustments as needed.
Advanced Keyword Research Techniques
Beyond fundamental keyword discovery lies the real competitive advantage. These proven techniques separate businesses that struggle for visibility from those that dominate their local markets through strategic keyword intelligence.
Strategic Keyword Discovery Methods
Location-Based Research: For local businesses, geographic targeting transforms keyword research effectiveness. Instead of competing for broad terms like “digital marketing,” focus on “digital marketing Belfast” or “web design Northern Ireland.” This approach reduces competition while increasing conversion rates.
Seed Keyword Expansion: Start with 3-5 core business terms, then use Keyword Planner’s suggestion engine to uncover long-tail variations. For example, “SEO services” might reveal “local SEO packages,” “technical SEO audit,” or “SEO for small businesses.”
Competitor Intelligence Gathering: Input competitor websites into the “Start with a website” option. This reveals which keywords drive traffic to similar businesses, uncovering opportunities you might have missed.
Intent-Based Keyword Classification
Not all keywords serve the same purpose. Classify discoveries into:
Commercial Intent Keywords
“buy,” “hire,” “services,” “cost,” “price”
Higher conversion potential
Suitable for service pages and landing pages
Informational Intent Keywords
“how to,” “what is,” “guide,” “tips”
Perfect for blog content and educational resources
Builds authority and attracts top-funnel traffic
Navigational Intent Keywords
Brand names, specific services
Critical for defending your market position
“Understanding search intent has revolutionised how we approach keyword strategy. It’s not just about search volume anymore – it’s about matching content to user needs at every stage of their journey,” says Ciaran Connolly, Director of ProfileTree.
Advanced Filtering and Analysis
Volume vs. Competition Balance: High-volume keywords attract attention, but moderate-volume, lower-competition terms often deliver better ROI. Look for keywords with 100-1,000 monthly searches and low-to-medium competition.
“Most businesses make the mistake of chasing high-volume keywords that are impossible to rank for. We’ve found that targeting 50-100 lower-competition keywords often generates more qualified leads than focusing on 5-10 popular terms. It’s about being strategic, not just ambitious,” explains Ciaran Connolly.
Seasonal Trend Analysis: Use the historical data view to identify seasonal patterns. Christmas shopping keywords peak in November-December, while garden services surge in spring. Time your content and campaigns accordingly.
Long-Tail Keyword Mining: Three- to five-word phrases typically convert better than single keywords. “Emergency electrician Belfast” converts more effectively than “electrician” alone.
Conducting Effective Keyword Research:
The Keyword Planner workflow involves everything from brainstorming new keyword ideas to analysing metrics:
Start broad – Seed the tool with a core term or phrase related to your business to find wide variations.
Filter and refine – Narrow keyword lists by volume, language, and location metrics.
Search for questions – Look for “how to” and other question-based search queries.
Mine is the keyword ideas tab. This shows additional long-tail variations.
Study keyword metrics – Volume, competition, trends, and seasonality all help determine viability.
Save keywords – Shortlist ones to target and optimise for. Export for PPC campaigns.
Identify negatives – Exclude irrelevant or poor-performing keywords using the negative match option.
Complement with other tools – Expand research using Übersuggest, SEMrush, Moz, etc.
Getting Competitive Intelligence:
Beyond keywords, dig into competitive data:
Benchmark your site – See how you currently rank for target keywords to beat competitors.
Analyse top-ranking domains – Learn what sites rank highest for your targets.
Study paid vs. organic mix – See if competitors invest more in SEO or PPC for a term.
Check search impression share – This reveals the % of searches your ads could have shown for.
Determining Keyword Value and Intent:
With robust Keyword Planner data, you can determine the potential value and dial in your strategy:
Identify commercial intent – Higher-value transactional queries include “buy”, “get”, etc.
Assess searcher intent – Are users seeking information, ready to purchase, or in evaluation mode?
Estimate click potential – Keyword Planner shows average CPC data to estimate costs.
Check search volume trends – Steady, rising or seasonal search volume are all factors in.
Confirm relevance – Ensure keywords directly relate to your products, services and content.
Evaluate difficulty – Can you realistically rank for a keyword? Assess based on other metrics.
Segment keywords – Group into ad groups or categories for PPC.
By thoroughly researching keywords and mining the data, you gain insights to optimise your targeting and maximise ROI.
Shift budget to top performers – Double down on profitable keywords.
Phase out poor performers – Stop targeting keywords that are not generating results.
Refine negative keywords – Add any irrelevant queries triggering ads.
Stay on top of trends – Revisit Keyword Planner to identify new, rising search terms.
Build keyword-focused landing pages – Provide relevant content and messaging.
With regular use, Google’s Keyword Planner can transform your PPC and SEO targeting strategy by revealing high-potential keywords competitors may be missing.
Conversion is the Key
Unless the goal of a media campaign is only to create awareness, such as brand recognition, conversion is the most critical benchmark to track. Conversion is a process that comes from web traffic, which is the number of visitors to a website.
When an organisation engages in a Pay-Per-Click (PPC) online advertising campaign using Google Ads, it bids for keywords and phrases in an auction. It manages and monitors the performance of its campaign through the AdWords dashboard. Every time an Internet user clicks on a paid advertisement (click-through rate) for a keyword or keyword phrase, the prepaid Google advertisement account receives a debit for a certain amount for each click until there are no longer any funds available in the account to pay for clicks.
Conversion happens after an Internet user clicks on something. Depending on what they do next, conversion can be giving their email address, registering for a new account on the website, asking for a sales call, or directly purchasing a product or service.
Return on Investment
Conversion is the monetisation of web traffic. It is a measurable benchmark for determining whether paying for clicks is worth it.
The company used for this example is a plumbing company in Dublin, Ireland. This company does both residential and commercial plumbing. While it is a fact that the company serves many residential customers, it is also a fact that the company makes more profit by providing plumbing services to commercial customers.
Therefore, the company wants to target commercial plumbing customers in Dublin, Ireland.
Here is a checklist of the counter-intuitive things they should NOT do:
They fail to have a landing page for a click-through that explicitly addresses the keywords or phrases they advertise on Google Ads.
Have the mistaken idea that spending money (perhaps a lot of it) on a Google Ads campaign will produce an excellent result. This expectation is always higher than the actual results, which can sometimes be abysmal.
The Supreme Effectiveness of Localised Results
This is the “Zen” of using Google Ads and the Google Ads Keyword Planner effectively, despite the oh-so-helpful, yet completely misleading, Google suggestions for using the Google Ads Keyword Planner.
Google’s official helpful suggestions are absurd. For example, they suggest a small shoe store that just opened a brand new website, which uses “shoes” and other generic keywords to attract attention.
This is complete nonsense, and this introductory material only encourages the “newbies” to waste much money on paid advertising.
To avoid this waste of money, use the Google Keyword Planner as a research tool and start searching for new keywords and identifying search volume data,” and then be very careful and explicit in how you fill out the information requested by the form to do a Keyword Planner search.
For this test, we used the Google Ads Keyword Planner for our example of a Brighton Plumbing company looking for a more commercial business.
How ProfileTree Converts Keyword Data into Business Growth
This is where theory meets reality. See precisely how ProfileTree integrates keyword research into web design, video production, SEO, and AI implementation to create digital assets that don’t just rank—they convert searchers into customers and revenue.
Web Design That Ranks and Converts
At ProfileTree, we don’t just build websites – we create digital assets designed to dominate search results:
“We’ve seen businesses double their organic traffic within six months by aligning their keyword strategy with proper website architecture and consistent content creation. It’s not just about finding keywords – it’s about building digital assets that turn those keywords into customers,” says Ciaran Connolly.
Measuring Keyword Research ROI
Track these metrics to measure keyword research effectiveness:
Trained their team to identify content opportunities
Set up automated reporting for keyword performance tracking
Results: £150,000 additional annual revenue, 60% increase in local market share, and recognition as the leading digital presence in their sector.
This demonstrates how integrating keyword research across all digital services creates exponential business growth.
Conclusion
Google’s free Keyword Planner should be a go-to in your marketing stack for unlocking the best keywords to target. Use it for expansive research and digging into metrics like search volume, difficulty, and cost per click. Complement Planner with other keyword tools for the whole picture. Regular analysis using Keyword Planner gives you data-driven insights to optimise paid and organic marketing efforts for maximum ROI.
Our research concludes that the Google Ads Keyword Planner is helpful as an overview. Yet, a more serious and detailed evaluation is necessary to achieve successful results in any paid advertising campaign online. Do you have any different views on this?
FAQs
What metrics should I look at in Keyword Planner?
Focus on monthly searches, competition, CPC, trends, and search impression share data for insights.
How often should I use Keyword Planner for research?
Ongoing research is ideal. Revisit at least quarterly to catch new trends and emerging keywords.
What is a good average CPC benchmark?
Under $1 average, CPC is low competition, while $3+ indicates high competition for a term.
Should I export keywords to campaigns?
Yes, shortlist viable keywords in Keyword Planner, then export to apply in paid ad groups.
How many keyword ideas should I aim for?
Look for at least 50+ potential keyword variations, but vet thoroughly based on metrics.
Ready to Transform Your Keyword Research into Business Growth?
Contact ProfileTree today to discover how our AI-powered digital marketing strategies can accelerate your success. Our team of specialists helps businesses across Northern Ireland, Ireland, and the UK achieve their digital potential through strategic keyword research, website development, and comprehensive digital marketing solutions.
This guide represents years of practical experience helping businesses achieve digital marketing success. For personalised guidance on implementing these strategies for your specific business needs, our team is ready to help.
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