Google Ads Keyword Research: Complete Guide for 2020

google ads keyword research

When it comes to creating Google Ads search campaigns, keyword research is vital for success. You need to find profitable keywords that will be relevant for your products and services.

You can start by watching our video below and then reading our corresponding article. Personally, I use the Google Keyword Planner in order to do keyword research, but there are other tools you can utilize as well.

Google Ads Keyword Research Video Tutorial


How to Do Keyword Research and Create Campaigns with Google Keyword Planner

If you want to watch me create a Google Ads campaign while doing keyword research with the keyword planner, the video below is perfect. I create a new campaign from scratch showing the step-by-step process below.

Keyword Research Tools

For Google Ads, I prefer to use the built-in keyword tool known as the Keyword Planner. However, there are a lot of keyword research tools you can use to find SEO and PPC keywords for your business. You can find our complete list of free keyword research tools here.

Popular Keyword Tools

How to Do Google Ads Keyword Research

First, you will have to create a Google Ads account in order to use the Google Keyword Planner. You can see suggested bids, search volume, competition, and more by using Google’s keyword tool. However, you can use a variety of free and paid tools, so don’t limit yourself to just one tool.

  1. Open your Google Ads account
  2. In order to follow my process and also create your first search campaign, you need to create and open a Google Ads account. Before you create your Google Ads campaign, you should get started with conversion tracking and keyword research.

  3. Open the Google Keyword Planner
  4. From the Google Ads online interface, click on the Tools & Settings link with the wrench icon on the top bar. Then, underneath the ‘Planning’ section of the menu, click on the ‘Keyword Planner’ link.

    open google keyword planner


  5. Discover New Keywords and Start With a Website
  6. You want to start by clicking on the option to ‘Discover New Keywords.’ That will allow you to enter keywords, your website, or landing pages to find relevant keywords.

    discover new keywords google ads

    Next, what you want to do is click on the ‘Start With a Website’ tab. Then, you can either enter your website or an individual landing page. You have the option of finding keywords for your entire website or 1 landing page. I start with the entire website.

    start with a website use entire site keyword planner


  7. Select Keywords and Add To Your Plan
  8. Once you use your website to search, you want to select relevant keywords and add them to your ‘Plan.’ When you add keywords, you can create ad groups and select a keyword match type. I group keywords together based on the landing pages where I’m sending traffic. Generally, I use the Phrase Match keyword match type.

    find keywords and add to plan


  9. Enter Keywords for Your Products and/or Services
  10. In addition to using your website and individual landing pages, you can also enter some of your most relevant keywords. For example, if I am creating Google Ads ad groups related to ‘Farmhouse Decor,’ then I can enter that keyword and find the best keywords for each ad group. You can enter up to 10 keywords.

    enter keywords based on your products and services


  11. Find and Group Keywords For Your Plan
  12. You can continue to build your plan, create ad groups, and add keywords to your plan. Your plan can eventually become a new Google Ads search campaign, which is why I prefer to use the Google Keyword Planner.

    The number of ad groups you create will be dependant on how many products or services you are promoting. I have created campaigns with hundreds of ad groups and I have created campaigns with 5 ad groups.

    add keywords to plan


  13. Download Keyword Plan
  14. You can download your keyword plan with ease by clicking on the ‘Download Keyword Ideas’ in the top right corner. You can use your keyword spreadsheet for SEO keyword research as well as PPC Advertising keyword research.

    download keyword ideas


  15. Look at Forecast Data
  16. Next, click on the ‘Plan Overview’ link to view forecast data. You can adjust your bids and budget to see a forecast for the following month. You will get more accurate data the more you run campaigns.

    plan overview forecast data


  17. Create Campaign
  18. You can create a campaign directly through the ‘Plan Overview’ page. After you view the forecast for your campaign, you are able to publish it and set a daily budget. Keep in mind, you will still need to create advertisements and ad extensions in your ad groups.

    click on create campaign


Google Keyword Planner Tutorial

If you want to see how to use the Google Ads keyword tool and all of the different features, watch the video below. Since I typically do 95% of my Google Ads keyword research using the keyword planner, it helps to know the ins and outs of the tool itself.


In Summary

Since you are targeting search queries with your advertisements, you want to make sure your ads are showing in the Google search results for key terms. If you are selling

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