How to Use Google Ads Keyword Planner: A Complete Guide

Introduction

Staring at a blank screen, wondering what words your potential customers are actually typing into Google? You’re not alone. Guessing at keywords leads to wasted ad spend and content that never ranks. The solution is simpler than you think. This guide will show you exactly how to use Google Ads Keyword Planner—Google’s own powerful (and free) tool—to uncover the exact search terms that will connect your business with ready-to-buy audiences.

What is Google Ads Keyword Planner and Why Should You Use It?

The Google Ads Keyword Planner is a free tool within Google Ads designed primarily for PPC advertisers. However, its immense value extends to SEO specialists, content creators, and anyone who wants to understand the language of their target market.

Learning how to use Google Ads Keyword Planner is crucial because it provides data directly from the source: Google itself. It helps you:

• Discover New Keywords: Uncover hundreds of relevant keyword ideas you haven’t considered.
• Analyze Search Volume: See how often specific terms are searched for each month.
• Assess Competition: Understand how many other advertisers are bidding on a keyword (crucial for PPC).
• Forecast Performance: Get estimates for potential clicks and costs for your ad campaigns.

Simply put, if you’re creating content or running ads without consulting this tool, you’re operating in the dark.

Getting Started: Accessing the Keyword Planner

Many people are surprised to learn you don’t need an active ad campaign to use it. Here’s how to use Google Ads Keyword Planner without spending a dime:

1. Go to the Google Ads website and sign in with your Google account.
2. If you don’t have a campaign, you’ll need to create a Google Ads account. Stop right there! You can create an account without setting up a billing method or running any ads.
3. Once in your account, navigate to the tools menu (the wrench icon in the top right).
4. Under “Planning,” select Keyword Planner.

You’re in! Now, let’s explore the two core ways to use this tool.

Method 1: Discover New Keywords

This is the best starting point when you have a seed of an idea but need to expand it. This is a fundamental part of learning how to use Google Ads Keyword Planner for brainstorming.

1. In the Keyword Planner, click on “Discover new keywords.”
2. You have two main options:
   • Start with keywords: Enter a few broad seed keywords related to your product, service, or content topic. (e.g., “yoga mat,” “content marketing,” “vegan recipes”).
   • Start with a website: Enter a competitor’s website or a relevant page to reverse-engineer their keyword strategy.
3. Refine your search using the filters for location, language, and search networks.
4. Click “Get results.”

Pro Tip: Use the “Filter keywords” option to exclude branded terms or filter by average monthly searches to focus on high-volume opportunities.

Method 2: Get Search Volume and Forecasts

Once you have a list of potential keywords, this method helps you analyze them deeply. This is the analytical side of how to use Google Ads Keyword Planner.

1. Click on “Get search volume and forecasts.”
2. Paste your list of up to 10,000 keywords (you can upload a file for large lists).
3. Click “Get search volume.”

You’ll now see a detailed table with critical metrics for each keyword:

• Avg. monthly searches: The average number of searches per month over the last 12 months.
• Competition: The level of competition between advertisers for that keyword (Low, Medium, High).
• Top of page bid (low range): The estimated cost-per-click (CPC) you might pay to appear at the top of search results.

This data is invaluable for prioritizing which keywords to target first in both your PPC and SEO strategies. For a broader content strategy, our guide on How to Do Keyword Clustering (internal link) shows you how to group these keywords effectively.

How to Interpret the Data for SEO and PPC

The raw data is useless without proper interpretation. Here’s how to use Google Ads Keyword Planner data strategically:

For SEO Strategy:

• Look for the “Sweet Spot”: Target keywords with a healthy search volume and low competition. These are your best bets for ranking relatively quickly.
• Don’t Ignore Long-Tail Keywords: Keywords with lower search volume but high specificity (e.g., “best non-slip yoga mat for hot yoga”) often have higher conversion rates and are less competitive.
• Analyze Intent: Use the keyword ideas to understand why people are searching. Are they looking to buy (“buy yoga mat”), learn (“how to clean a yoga mat”), or find a location (“yoga studio near me”)?

For PPC Strategy:

• Balance Volume and Cost: A high-volume keyword with a high “top of page bid” might be expensive. Look for keywords with a good balance of volume and a manageable estimated CPC.
• Use Competition Levels: “Low” competition keywords are generally cheaper and easier to win for beginners.
• Leverage the Forecast: Use the forecast tool to see how a potential ad group might perform, helping you set realistic budgets and expectations. Google’s official Keyword Planner Help Page (external link) offers more advanced forecasting tips.

Common Beginner Mistakes to Avoid

As you learn how to use Google Ads Keyword Planner, steer clear of these pitfalls:

• Chasing Only High-Volume Keywords: These are often overly broad and highly competitive. “Yoga” is hard to rank for; “prenatal yoga classes for beginners” is a qualified audience.
• Ignoring Keyword Match Types in Planning: The tool shows data for broad match by default. Remember that phrase and exact match will have lower, more precise search volumes.
• Not Filtering by Location: If you’re a local business in Toronto, global search volume for a term is irrelevant. Always set your target location.

Frequently Asked Questions (FAQ)

Conclusion

Mastering how to use Google Ads Keyword Planner is a fundamental skill for any digital marketer. It moves your strategy from guesswork to data-driven decision making. By systematically discovering new keywords, analyzing their potential, and interpreting the data through the lens of your specific goals, you can create more effective PPC campaigns and higher-ranking SEO content. This tool provides the blueprint for what your audience is actively seeking—your job is to use that blueprint to build a visible and successful online presence.