How to Find The Right Keywords on Google Keyword Planner

There is no doubt that keywords are essential when we want an efficient digital marketing strategy.

It is essential to use keywords for the proper placement of websites and blogs in search engines such as Google.

In order to produce good content on the web, we face the challenge of finding the right keywords to succeed with the content and reach the most.

But, after all, how to find the right keywords?

This is a frequently asked question that we intend to answer in this post.

There are several tools, many of them free, that we can use for keyword research.

We’ll focus on Google Keyword Planner, which is a free keyword research tool that many use.

What is Google Keyword Planner?

Google Keyword Planner, or Google Keyword Planner, is one of the best known keyword search tools.

It was developed by Google and offers valuable data that can be used for both your SEO and media strategy.

It’s a great tool to find the most relevant keywords and have a complete analysis of them.

And the best of all?

She is free. To access it, simply create a Google Ads account and you can access your reviews and explore the tool.

The keyword planner also provides more detailed information on how many clicks, impressions, and other relevant information like CPC (cost per click) a paid media ad would bring.

It makes a complete plan based on the keywords you select and some preferences we’ll talk about later. This makes it easier for you to build ad campaigns and plan.

The Importance of Keywords and Google Keyword Planner

Keywords, as we said before, can benefit SEO and media strategies.

But why?

One of the main ranking factors for a page in searches is whether the page content contains the keywords most relevant to users.

In order for your content to rank well in search, it is essential that the right keywords have been used, meaningful in the context of what you say, and relevant to your visitors.

With Google Keyword Planner, you can easily find the keywords that make the most sense for your content, and have an analysis of them, with search volume and other important information.

For media, when ads are served on Google and the display network, you must target your ads by keyword.

And there’s no point having an ad for a keyword that doesn’t make sense with the content or is not relevant to users.

Therefore, keyword research and analysis is essential, and of course the platform already makes projections for ad campaigns according to the keywords chosen.

Learn now how this tool works in practice in a simple way.

How Google Keyword Planner Works

In Keyword Planner, you can search for specific keywords or enter the URL of a page / site to analyze the keywords already present in the content.Upon entering, we can navigate through 6 windows in all; are they:

  • Keyword Ideas
  • Grouped Ideas
  • Plan Overview
  • Ad group
  • Key words
  • Locations

Keyword Search Google Keyword Planner

In Keyword Ideas, which is the home screen, we can see a graph and, below, an analysis of the related keywords you searched for and the searched word itself.

In this analysis there is the following information:

Average Monthly Searches : For the keyword displayed

Competition: The level of competition for the keyword (medium, low, and high)

Ad Impression Share: Split the number of ad impressions by the total searches exactly matching the keyword on the network and where you target.

Account Status: Shows the status of the keyword in your account or campaign plan.Keyword Analysis Google Keyword Planner

There are three graphical analyzes you can view:

Search volume trend: Indicates a comparison between search volume for keywords across smartphones and other devices.

Split by Platforms: Indicates a percentage comparison between devices (desktop, tablet, and mobile) based on average monthly searches for keywords

Split by locations: Indicates a comparison between the top locations (city or state) where keywords are searched

Google Keyword Planner Analysis Charts

If you entered the URL of your specific site / page, you have access to the keywords you already have on your site with the same information.

Grouped Ideas

In this window, you can group keywords that have similar terms to target them by relevance.

Plan Overview

In the plan overview, Google Keyword Planner plans for the keywords you have selected.

This schedule contains the average results that a given campaign for words can bring according to flight time and budget.

You can view in this window projection metrics for:

  • Number of conversions a campaign can have
  • Average CPA (cost per acquisition)
  • Conversion Value
  • ROAS
  • Ad Clicks
  • Impressions
  • Total cost
  • CTR (Clicks / Impressions)
  • Average CPC (cost per click)
  • Average ad position in searches.
  • Plan Overview Keyword Planner

You can view a keyword analysis of CTR, average CPC, clicks, cost, and impressions, and you can see how different devices and access locations compare with the same metrics.

Ad Groups

In this window, you can create more than one ad group with a few keywords you choose and view the metrics for existing groups.

Keywords and Locations

In the keywords and locations window, the metrics by selected keyword and ad access locations are displayed.

Match Types

Google Ads match types are often used to facilitate keyword targeting.

It’s important that you know each one of them to better understand how Keyword Planner works.

Are they:

Exact: searches for the exact term differentiating [home] from [home]

Broad: Search for related terms, synonyms, variations, and also misspellings. Eg house, houses, houses

Phrase: Search for 2 or more terms together, including the keyword. Ex. “Rent house”, “how to decorate my house”, “house for season”

Match Types Keywords

Exact keyword results are displayed within square brackets [] to differentiate from other match types.

Broad keyword results are displayed without any markup.

The results of keyword phrases are displayed within quotation marks to differentiate from other match types.

So, for ease of understanding, we have:

  • [house] – amount of exact searches
  • home – amount of searches in the wide
  • “Home” – amount of searches in the phrase

Exact Match Type

The term when searched in its exact or complete form, as it is called by some of the SEOs in the market, yields the most real results.

This is because the word is sought in its concrete form, without misspellings and associations with other terms.

Thus, we get great words to optimize some important On-page elements such as Information Architecture, title and H1 – elements where the word used cannot contain errors or variations in its written form.

To understand this importance, the word “cars” has 450,000 queries on Google, while “car” (singular) has 110,000 searches.

So it’s better to use the word “cars” on the site than “car,” because it’s the way people look for it.

Broad Match Type

Broad-matched search, on the other hand, has surprising numbers, but it’s not always the best for SEO.

Broad match displays the sum of searches for related words, synonyms, different grammatical forms, and misspellings.

For example, the word glasses, when searched exactly, has about 20,000 searches per month.

But when the broad form is chosen, the term has 100 times more searches, a number resulting from the sum of searches for words such as glasses, glasses, eyes, and so on.

Match Type Phrase

The phrase match type displays the volume of phrase searches (2 or more terms) that contain the keyword you entered.

Continuing with glasses, some phrase examples are: armani exchange sunglasses, oakley sunglasses, men’s sunglasses.

Negative Keywords

An important term you should know when using Keyword Planner is negative keywords.

After all, what are they?

Negative keywords are keywords you don’t want to appear in search results for.

By negating a word, you prevent your ad from appearing if someone searches for it.

For example, if you don’t want your ads to appear for a specific word with sunglasses, just negate it.

Once you’ve created and set up your account with some data from your business, just go to tools and select the keyword planner.

When accessing the planner, you can choose two options; click “Discover new keywords. “Google Keyword Planner Introduction

In the bar that appears, type the keyword you want to analyze and find related to, or the URL of the site / page you want to analyze.

After clicking Get Started, you will go to the first window of the tool, “Keyword Ideas”.

To switch between graph analysis, click the left corner of the graph on the down arrow and choose the one you want.

Google Keyword Planner Analysis Charts

The time has come to know the right way to set up your search filters to fully meet your SEO goals.

You can choose from some filters that will make your life easier when you search, such as choosing the type of device (PC, laptop, mobile), language, and especially the geographic region used in Google searches.

You can select all or some additional information to display on your page from the “columns” button on the left side of the page.

For example, we can analyze the amount of monthly searches and the trend of keyword searches, identifying words that are seasonal (eg “tan”) and words that have constant search volume (example “skin care”).

Creating a plan

Keyword Planner plans can greatly help you get an overview of an ad strategy with the selected keywords.

In addition to providing insights to optimize your strategy, you can put the plans into practice, or save them for future strategy in Google Ads itself.

For keywords, select the ones you want to include in the plane by clicking the square to the left of themSelecting Keywords

In the blue box above, select whether you want to add keywords to an existing campaign or add to plan

Then create an ad group for them

Select the match type for them and click ADD KEYWORDSMaking a keyword plan

They will be added to the plan, and to access metrics and projections, simply access the plan overview window.

You can also negate some keywords that you don’t want your ads to appear on.

To change the date of placement or analysis, click at the top of the screen to the right of the date and choose the one you want.

Data Google Keyword Planner


Keyword Planner is a great digital tool that you can use to optimize your strategies and get great results.

It is a very complete tool and has many features; It’s important that you explore it to find the right keywords and plans for your business.

Now that you know how it works and how to use it, put your knowledge to work and do it yourself!