Struggling to find the right keywords for your ads? Watching your advertising budget vanish without results? This step-by-step guide will teach you how to use Google Keyword Planner like a professional, uncovering high-value industry keywords to make your ad campaigns more precise and efficient.
Step 1: Accessing Keyword Planner
Begin by logging into your Google Ads account. Locate the wrench icon in the top-right corner, click it, and select "Keyword Planner" from the dropdown menu. This opens the gateway to discovering keywords that drive genuine traffic and conversions.
Step 2: Inputting Keyword Data for Precision Targeting
Once inside Keyword Planner, click "Discover new keywords." The accuracy of your inputs here determines the quality of your results.
(1) Core Keywords: The Foundation of Your Business
Enter product or service keywords most relevant to your business. These should precisely describe what you offer. Separate multiple keywords with the Enter key. For example, a coffee shop might input: "coffee," "coffee beans," "café," "afternoon tea."
(2) Website URL: Filtering Irrelevant Traffic
Input your website URL to exclude unrelated keywords. This ensures suggestions align with your content. A coffee retailer wouldn't want "auto repair" suggestions, for instance.
(3) Language Selection: Global or Local Focus?
Choose the language for your target keywords. Note: Only one language can be selected per search. For U.S. markets, select English; for Japan, choose Japanese.
(4) Geographic Targeting: Pinpointing Your Market
Select target locations. While multiple regions can be chosen, this may reduce keyword volume. For comprehensive results, search individual countries separately, then merge and deduplicate the lists.
(5) Website/Page URL: Keyword Inspiration
Optionally enter a URL to generate keywords based on page content. This helps Google better understand your business context.
(6) Generating Results
Click "Get results" to view keyword suggestions. This often reveals unexpected terms that could boost ad performance.
(7) Downloading Keywords
Save your results as a CSV or Google Sheets file.
(8) Opening the Keyword Table
With your downloaded file, you're ready for the crucial organization phase.
Step 3: Streamlining Your Keyword Table
The raw data requires refinement to identify truly valuable terms.
(1) Header Translation for Clarity
Consider translating column headers for easier analysis:
- Avg. monthly searches: Shows search frequency for the keyword and close variants.
- 3-month change: Compares recent monthly data to highlight trends.
- YoY change: Reveals long-term performance by comparing to the same month last year.
- Competition: Indicates bid intensity (Low/Medium/High) for the keyword.
- Top of page bid (low/high): Displays historical bid ranges for top ad placements.
(2) Sorting by Value
Sort the entire dataset by "Avg. monthly searches" (descending) to prioritize high-volume keywords.
(3) Keyword Filtering
Eliminate irrelevant terms. For a coffee bean retailer, "coffee machines" might warrant removal.
The Art of Keyword Research
Mastering Google Keyword Planner requires methodical effort. Through precise targeting, thorough data analysis, and strategic refinement, you can build keyword sets that maximize ad performance. Remember: effective keyword research is an iterative process demanding continuous optimization.