Google Ads Keyword Research: 5 Best Practices

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Google Ads Keyword Research

Keyword research is still one of the first steps of Google Ads’ success. This may seem a bit old-fashioned or old school, but it is still a fact! And despite this fact, it is not always clear how keyword research is done correctly. What should I put attention on? How do I find the right keywords? How do I match the search queries of my target audience?

Before you panic right away, after reading this article, you ‘ll know and use all the skills and tools to do an excellent Google Ads keyword research. Here we go!

1. Google Ads Keyword Planner

The Google Ads Keyword Planner is always the first point of contact when creating a new Ads account or brand new campaigns. Because here you can get new keywords based on terms, a website URL or a category. If you have not yet set up your Google Ads account, you’ll find all the steps and important tips in our “Setting up Google AdWords” section.

The Keyword Planner Tool is a great way to get a rough idea of how your keywords are structured. In addition to the keywords, you also receive information about the average monthly search volume, the competition, and the first house number for the CPC. You can find the Keyword Planner under the Tools tab  under Planning:

Keyword planner

You then have the choice between the functions “Find new keywords” and “Get search volume and forecasts”. We start with the first function here.

Find New Keywords

You can now enter words, phrases, or URLs that relate to your business, campaign, or specific project. Will get the following overview after your input:

Find new keywords

You can refine your search by the following functions:

  • Selection of target regions, language and search network
  • Enter additional words, phrases or a  URL
  • Setting a period  (for example, relevant to seasonal keywords, such as  winter jacket )
  • graphical representation according to: search volume trends, breakdown by platform or location
  • Selection of filtering options (eg showing all broad matching ideas, contest, and many more)
  • Download the data report as a. csv file

Depending on the level of detail of the information entered, the number and quality of the results vary. The best way to do a rough keyword search with general keywords first. Then, the landing page and product category can be added. In any case, the orientation should be correct for the location to match your target region. In the example above, you see an example of “AdWords agency Cologne”. It is a longtail search with a focus on the location Cologne with American language.

We can now collect all relevant keywords in a plan and then export them.

Retrieve Search Volume and Forecasts

You now have a list of possible keywords, along with relevant metrics such as average searches, competition, and possible bid suggestions:

Retrieve search volume and forecasts

If you hover over the graphs of average searches per month, you’ll get the monthly searches in the set time range. By selecting keywords, you can also add them directly to your plan or ad group.

If you want to retrieve the data for keywords already collected, you can do so using the Get Search Volume and Forecast feature. Here you can use copy-paste to retrieve all keywords and then set the location, language, and other important restrictions. All settings at a glance can be found in the Keyword Planner basics Google Ads Help.

2. Keyword Research with Google Suggest

Everyone has already come into contact with Google Suggest, either consciously or unconsciously. This refers to the automated completions of Google when entering the search mask. Google’s users want to simplify typing, which is particularly helpful for mobile search. The completion options displayed are based on frequently entered search queries. These suggestions can be correspondingly relevant. For good keyword research, there is no way around them.

Keyword Research with Google Suggest

In order to research further keywords that should later be advertised or excluded in AdWords, all previously entered keywords should be tested once with Google Suggest. And with all 26 letters of the alphabet, possibly even in combination with numbers. Costs time, but is an absolute must for a comprehensive keyword research.

3. Ubersuggest: More Keywords

Ubersuggest claims to spit out keywords that are not listed in Google’s Keyword Planner. The tool is connected to the Google search engine via an API interface and throws out Google Suggests – maybe even more than we are shown. We simply enter keywords from the basic keyword list into the mask, change the location/language to America and go.

ubersuggest

Ubersuggest presents 346 keyword suggestions in alphabetical order after a short wait for AdWords. We can then either export all or only selected keywords.
4. Insider Tip “Paid and Organic Search”

This step is often forgotten, but is extremely valuable. Prerequisite is a link to the Search ConsoleAccount (formerly Webmaster Tools) with the right AdWords account. In addition, this step assumes that AdWords ads are already showing. Once this link is made, organic and paid search results, along with performance, can be viewed and compared. To do this, the Paid and organic search report is displayed in the Dimensions tab under View.

5. Traffic Design Keyword Generator

Last but not least, the TrafficDesign Keyword Generator is also worthwhile. This simplifies the multiplication and combining of multiple keywords immensely. Different keyword combinations in different match types can be quickly created, copied, and embedded into the account or the base keyword list.

Up to five fields can be activated in which thematically close terms should be entered. The keyword generator then creates all possible combinations of these terms with one click, which are then output in the desired match type (broad, modified broad match, exact and phrase).

With this tool, the keyword groups created with the Google AdWords Keyword Planner can be expanded with further combinations. You can also have a combined list of results displayed. The choice of keyword types can also be shown and hidden individually. So you always have the important thing in view and you will not miss any relevant query.

Feel free to share your experiences and strategies with keyword research tools!

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