Keyword Research: The Foundation of Success
The right keyword research is the foundation of every successful Google Ads campaign. In this article I share my approach as a Google Ads expert.
Why is keyword research important?
Good keywords:
- Reach the right audience
- Have a healthy balance between volume and competition
- Lead to conversions, not just clicks
- Match your budget - see average costs by industry
Step 1: Brainstorm
Start by gathering keywords:
- What would customers search for?
- What problems do you solve?
- What products/services do you offer?
Step 2: Use tools
Free tools:
- Google Keyword Planner
- Google Trends
- Google Search Suggestions (autocomplete)
Paid tools:
- SEMrush
- Ahrefs
- Ubersuggest
Step 3: Analyze search intent
Not all keywords are equal. Analyze the intent:
| Intent | Example | Value |
|---|---|---|
| Informational | "what is SEA" | Low |
| Navigational | "Google Ads login" | Low |
| Commercial | "compare Google Ads experts" | High |
| Transactional | "hire Google Ads expert" | Very high |
Want to better understand what SEA is? Read our SEA marketing guide for beginners.
Step 4: Analyze competition
For each keyword, look at:
- Who is already advertising?
- What is their ad copy?
- How much does a click cost (estimated CPC)?
Step 5: Group keywords
Organize your keywords by theme:
- 1 ad group = 1 theme
- 10-20 keywords per group
- Relevant ads per group
Ready to set up your campaign? Follow our step-by-step guide.
Long-tail vs short-tail
| Short-tail | Long-tail |
|---|---|
| "SEA" | "Google Ads expert for e-commerce" |
| High volume | Low volume |
| High competition | Low competition |
| Low conversion | High conversion |
Tip: As a Google Ads expert I often focus first on long-tail keywords for faster results at lower costs.
Negative keywords
Just as important as your target keywords:
- Exclude irrelevant searches
- Save budget for relevant clicks
- Improve your Quality Score - learn how here
Read more about negative keywords in our complete guide on negative keywords.
Frequently Asked Questions
Which tools are best for keyword research?
The Google Keyword Planner is the best free option because it uses direct data from Google. For more extensive analyses, SEMrush and Ahrefs are popular, but for most SMBs the free Keyword Planner combined with Google Trends is sufficient.
How many keywords do I need per campaign?
Start with 10-20 keywords per ad group, grouped around one theme. Too many keywords per group reduces relevance. A complete campaign often has 3-10 ad groups, so 30-200 keywords total.
How do I know if a keyword is too competitive?
Look at the estimated CPC in Keyword Planner. If it's higher than you can justify in conversion value, focus on long-tail variants. Often you can find cheaper alternatives with "[product] + [location]" or "[product] + [specification]".
Get in touch for a free keyword analysis for your industry.
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