If you’re running Google Ads, one of the most important tools at your disposal is the Google Ads Keyword Planner. Whether you’re launching a new campaign or optimizing an existing one, this free tool helps you discover high-performing keywords, analyze search volume, and forecast ad performance.
Understanding how to use Google Ads Keyword Planner effectively can be the difference between a profitable campaign and wasted ad spend. In this guide, we’ll break down everything you need to know from finding long tail keywords in Ads to conducting keyword volume analysis that drives smarter PPC decisions.
What Is Google Ads Keyword Planner?
The Google Ads Keyword Planner is a free tool built into Google Ads that helps advertisers find the best keywords to target in their pay-per-click (PPC) campaigns. It provides detailed insights into:
- Average monthly search volumes
- Keyword competition levels
- Cost-per-click (CPC) estimates
- Keyword trends and forecasts
It’s a cornerstone of keyword research for PPC, allowing marketers to discover which search terms users are actually typing into Google — and how competitive or expensive those terms are.
Example:
If you’re running ads for “digital marketing services,” Keyword Planner can show related terms like “online marketing agency,” “PPC management,” or “SEO and SEM services,” along with their average monthly searches and CPC ranges.
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Why Keyword Planner Is Essential for PPC Success
Before diving into the steps, it’s important to understand why using this tool strategically is crucial.
- Discover Profitable Keywords: Find keywords that bring high intent and conversions.
- Estimate Ad Costs: Understand CPC and competition before setting your budget.
- Plan Targeted Campaigns: Identify search intent and group keywords by topic.
- Find Long Tail Opportunities: Capture less competitive but highly relevant searches.
- Track Market Trends: See seasonal fluctuations in search demand.
In short, Google Ads Keyword Planner turns guesswork into data-driven advertising.
Step-by-Step: How to Use Google Ads Keyword Planner
Here’s a complete step-by-step walkthrough of how to use the tool effectively for keyword research for PPC.
Step 1: Access the Keyword Planner
- Log in to your Google Ads account.
- In the top menu, click Tools & Settings .
- Under the Planning section, select Keyword Planner.
You’ll see two main options:
- Discover New Keywords – to find keyword ideas.
- Get Search Volume and Forecasts – to analyze keyword performance data.
Step 2: Discover New Keyword Ideas
Click Discover New Keywords to explore new opportunities.
You can enter:
- Specific keywords (e.g., “Google Ads management”)
- Your website URL (to find keyword ideas based on site content)
- Your product or service category
The tool will then generate a list of related keywords along with metrics such as:
- Average monthly searches
- Competition level (low, medium, high)
- Top of page bid (low/high range)
Pro Tip: Use keyword filters to refine your list — for example, by country, language, or search network.
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Step 3: Conduct Keyword Volume Analysis
Once you’ve generated keyword ideas, the next step is keyword volume analysis — understanding how often people search for these terms and how competitive they are.
Key metrics to analyze:
- Average Monthly Searches: Helps gauge demand. (More isn’t always better; focus on relevant intent.)
- Competition Level: Indicates how many advertisers are bidding on the term.
- CPC (Cost-Per-Click): Shows how expensive it is to compete for that keyword.
- Trend Data: Identify seasonal or long-term growth patterns.
For example:
- “Digital marketing agency” might have 20K monthly searches but high competition.
- “Affordable digital marketing for small business” might have lower volume but higher conversion potential.
This analysis helps you strike the right balance between volume, competition, and relevance.
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Step 4: Identify Long Tail Keywords in Ads
One of the most powerful features of Keyword Planner is its ability to help you discover long tail keywords in Ads — longer, more specific search phrases that usually have lower competition and higher intent.
Example:
Instead of targeting “fitness app” (broad and expensive), target:
- “best free fitness app for beginners”
- “home workout tracking app for Android”
Why Long Tail Keywords Matter:
- Lower CPC: Fewer competitors bidding.
- Higher Conversion Rates: They attract users who are closer to making a purchase.
- Improved Quality Score: Ads match search intent more precisely.
Pro Tip:
Use modifiers like “best,” “near me,” “affordable,” or “for beginners” when searching for long tail opportunities in Keyword Planner.
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Step 5: Group Keywords by Intent
Not all keywords serve the same purpose. To create more effective ad campaigns, group keywords based on user intent:
- Informational: Users looking for knowledge (“how to run Google Ads”).
- Navigational: Users searching for specific brands or products (“Google Ads login”).
- Transactional: Users ready to buy or sign up (“hire PPC expert,” “buy SEO tools”).
Creating separate ad groups for each intent helps you write more relevant ad copy and landing pages, improving Quality Score and conversion rate.
Step 6: Analyze Forecasts and Plan Budgets
Click Get Search Volume and Forecasts to estimate how your keywords might perform in real campaigns.
You’ll see projections such as:
- Estimated clicks and impressions per day
- Average CPC
- Predicted conversions
- Estimated monthly spend
These forecasts help you plan ad budgets and bidding strategies more accurately.
Pro Tip:
Focus on keywords with a good balance of CPC affordability and conversion potential, not just high traffic.
Step 7: Export and Apply to Campaigns
Once you’ve identified your top-performing keywords:
- Export your keyword list as a CSV file.
- Import them into your Google Ads campaign or share with your team.
- Create dedicated ad groups for related keywords.
Regularly revisit Keyword Planner to track changes in search trends and identify new keyword opportunities as markets evolve.
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Advanced Tips for Using Keyword Planner Like a Pro
- Use Competitor URLs: Enter competitors’ websites to uncover the keywords they rank for.
- Refine by Device: Check keyword performance for mobile vs. desktop users.
- Leverage Location Data: Analyze keywords by region to improve geo-targeting.
- Filter by Bidding Range: Focus on keywords within your desired CPC range.
- Revisit Monthly: Search trends evolve — update your list every 30–60 days.
Conclusion
Mastering how to use Google Ads Keyword Planner is the first step toward creating cost-efficient, high-performing PPC campaigns.
From discovering long tail keywords in Ads to performing in-depth keyword volume analysis, this tool helps you make data-backed decisions that improve targeting, reduce wasted spend, and boost ROI.
Whether you’re a beginner or an experienced marketer, remember: great campaigns start with great keywords — and the Keyword Planner is your roadmap to finding them.
