Keyword Research for Google Ads

Keyword research is the cornerstone of every successful Google Ads campaign, shaping the reach, relevance, and return on investment. At Searchical SEO, we harness strategic insights and advanced tools to pinpoint the keywords that drive conversions, ensuring each campaign aligns with audience intent and business objectives.

Key Takeaways

• Thorough keyword research improves ad relevance.
• Long-tail keywords drive qualified traffic.
• Platforms such as Google Keyword Planner provide essential insights.
• Negative keywords prevent wasted spend.
• Regular refinement optimizes performance.

Why Keyword Research Matters in Google Ads

In digital advertising, precision is power. Keyword research for Google Ads centers on identifying the terms your potential customers use when searching. Google Ads operates on a pay-per-click (PPC) system, where advertisers bid on selected keywords. When users search for those terms, your ads may appear in the search results, depending on your bid, ad relevance, and quality score. According to WordStream, businesses earn an average of $2 for every $1 spent on Google Ads. However, this return depends largely on keyword strategy.

At Searchical SEO, we specialize in crafting data-driven google ads campaigns that reach the right audience at the right moment.

Targeting the wrong keywords can mean:

• High ad spend with low conversion rates
• Attracting the wrong audience
• Low click-through rates (CTR) negatively impact your Quality Score
• Missing valuable opportunities that your competitors are capitalizing on

On the flip side, the right keywords help:

• Attract high-intent users who are ready to convert
• Improve ad relevance and Quality Score
• Lower your cost per click (CPC)
• Maximize return on ad spend (ROAS)

Types of Keywords to Consider

In Google Ads, selecting the right type of keyword is essential for crafting an effective ad campaign. The keywords you choose determine how and when your ads are shown to potential customers. Broad match, phrase match, exact match, and negative keywords each serve distinct purposes in targeting your audience. Understanding these keyword types and how they function can help you strike a balance between reach and relevance, ensuring your ads appear to the right users at the right time. Before diving into tools and tips, let’s break down the main types of keywords you’ll encounter and how they apply to Google Ads.

1. Broad Match Keywords

These keywords trigger your ad for searches that include similar phrases, synonyms, and related concepts. They offer a wide reach, capturing a broad audience, but can be less targeted and lead to irrelevant clicks. While broad match keywords can increase visibility, they may result in lower conversion rates due to their lack of specificity.

• Example: If you use the broad match keyword running shoes, your ad might show for searches like best sneakers for jogging, comfortable footwear for running, or even sports shoes for exercise.

2. Phrase Match Keywords

Your ad appears for searches that include the exact phrase or close variations, with additional words before or after, ensuring more relevant targeting. This helps refine your audience, increasing the likelihood of conversions by capturing more specific search intent.

• Example: “running shoes” could trigger buying running shoes online or cheap running shoes for men.

3. Exact Match Keywords

These are the most precise keyword types. Ads show only when users type the exact keyword or very close variants, ensuring highly targeted traffic. While this approach limits your reach, it increases relevance and conversion potential by focusing on users with specific search intent.

• Example: [running shoes] could trigger ads for searches like running shoes or shoes running, but not for buying running shoes.

4. Negative Keywords

These are keywords you specifically exclude to avoid irrelevant traffic, ensuring your ads reach the right audience. By excluding irrelevant terms, you can save on ad spend and improve the quality of leads.

• Example: If you sell luxury shoes, you might exclude cheap or discount as negative keywords.

5. Leverage Geo-Targeted Keywords for Enhanced Local Visibility

For businesses operating in specific regions or targeting local customers, incorporating geo-targeted keywords is essential for maximizing online visibility and engagement. Geo-targeted keywords are search terms that include a location.

• Example: “SEO agency Dubai” or “plumbing services Abu Dhabi,” which help businesses connect with potential customers in specific geographic areas.

By using location-based phrases, companies can increase their chances of appearing in relevant local searches, making them more likely to attract the right audience.

Understanding how to use these keyword match types helps you control who sees your ads and tailor your campaigns to match user intent more closely.

Top Tips for Finding the Right Keywords

Finding the right keywords is crucial for the success of any Google Ads campaign. It’s not just about getting traffic, but attracting the right audience that’s ready to convert. Let’s explore these top tips for effective keyword research.

1. Start with Your Business Goals

Before jumping into keyword tools, define:

• What are you advertising?
• Who is your ideal customer?
• What are they likely to search for at each stage of the funnel?

If the objective is to build brand awareness, broader terms may be targeted. If it’s sales or lead generation, focus on specific, high-intent keywords.

2. Think Like Your Customer

Put yourself in the shoes of your potential buyer:

• What would they search for?
• What questions would they ask?
• Are they comparing options or ready to buy?

Tools help, but your understanding of your audience is equally powerful. Combine both.

3. Target Long-Tail Keywords

Long-tail keywords are extended, highly specific phrases that generally face less competition and yield higher conversion rates.

• Example: Instead of targeting fitness equipment, consider the best home gym equipment for small spaces.

They attract users who are closer to making a purchase and help you avoid spending on overly broad, expensive keywords.

4. Analyze Competitor Keywords

Understanding what your competitors are bidding on can reveal gaps or opportunities. Tools like SEMrush and SpyFu allow you to view competitor ads and keywords.

Ask yourself:

• What keywords are they missing?
• Can you offer a better product or value proposition for those terms?
• Are there related terms they’re not targeting?

5. Group Keywords by Theme

Create tight ad groups based on related keywords. This enhances ad relevance, boosts click-through rates, and strengthens Quality Scores.

• Example: Instead of lumping all shoe-related keywords into one group, segment them into:
• Running shoes for men
• Women’s athletic shoes
• Trail running footwear

Each group should have its own tailored ad copy and landing page for best results.

6. Consider User Intent

Intent is everything. A keyword like best laptops suggests a user is researching, while buy laptop shows purchase intent.

Match your ad and landing page to the intent:

• Informational: Use softer CTAs like “Learn More” or “Explore Options”
• Transactional: Strong CTAs like “Buy Now” or “Get Your Free Quote”

Best Tools for Keyword Research in Google Ads

Effective keyword research is essential for running successful Google Ads campaigns, and using the right tools can make all the difference. With a variety of options available, each tool offers unique features that help advertisers discover high-performing keywords, assess competition, and fine-tune ad strategies. From free options to comprehensive, paid tools, each provides valuable insights into search volume, bid estimates, and keyword trends. Some of the best tools for keyword research in Google Ads are to help you optimize your campaigns and boost ROI.

1. Google Keyword Planner (Free)

The most obvious place to start is Google’s own Keyword Planner, which is built into the Google Ads platform. It’s free and gives you access to:

• Monthly search volumes
• Competition levels
• Suggested bid estimates
• Keyword ideas based on seed keywords or URLS

Pro Tip: Use the “Start with a website” feature to scan competitor sites and uncover keyword ideas.

2. Ubersuggest (Free & Paid)

Ubersuggest is beginner-friendly and offers:

• Keyword suggestions
• Search volume
• SEO difficulty and paid difficulty
• CPC estimates

It also shows content ideas, helping you align keywords with topics that are already popular.

3. SEMrush (Paid)

SEMrush is a powerhouse for competitive analysis and keyword research. It allows you to:

• View the keywords competitors are bidding on
• Analyze keyword gaps
• Discover top-performing ads and landing pages
• Get in-depth reports on search volume, CPC, and trends

While it’s on the expensive side, it’s incredibly valuable for large-scale campaigns and agencies.

4. Ahrefs (Paid)

Ahrefs is often used for SEO, but is great for PPC too. Features include:

• Keyword suggestions
• Click-through estimates
• Parent topics for grouping
• Paid keywords from competitor campaigns

Ahrefs also provides “click metrics,” showing how many people click on ads for a given keyword—super useful for budgeting.

5. SpyFu (Free & Paid)

SpyFu is a competitive research tool specifically strong for Google Ads. It allows you to:

• See all paid keywords used by a competitor
• View ad copy history
• Identify profitable keywords and gaps
• Build custom keyword groups

Great for small businesses that want to “spy” on bigger players without a massive budget.

6. AnswerThePublic (Freemium)

This tool provides keyword ideas based on real search queries. It’s especially useful for:

• Understanding question-based searches
• Creating long-tail keyword variations
• Mapping out content and ad copy ideas
• Pair it with Keyword Planner or Ubersuggest for more data-driven validation.

Common Mistakes to Avoid in Keyword Research

Keyword research is a critical element in the success of any paid search campaign, but many advertisers make common mistakes that can lead to wasted budget and poor performance. Even if you have a well-researched keyword list, it’s easy to fall into traps that undermine your campaign’s effectiveness. From focusing solely on high-volume keywords to neglecting the importance of negative keywords, these mistakes can reduce the relevance and efficiency of your ads. Some of the most frequent errors and tips for avoiding them, ensuring your keyword strategy is optimized for success.

1. Relying Only on High-Volume Keywords

High search volume doesn’t always equal success. These terms are often competitive and expensive, and users may not be ready to convert.

Instead, balance your keyword strategy with high, medium, and low-volume terms.

2. Ignoring Negative Keywords

Failing to add negative keywords means you might show up for irrelevant searches. This wastes your ad budget and lowers your conversion rate.

For example, if you offer premium software, including “free” as a negative keyword ensures your ads don’t attract users seeking no-cost options.

3. Not Testing Keywords

Just because a keyword looks good on paper doesn’t mean it’ll perform well. Always test different variations, match types, and ad groups.

Use A/B testing on ads tied to specific keyword groups to find the top performers.

4. Skipping Local Keywords

If you’re targeting a specific area, include geo-specific terms like city names, neighborhoods, or local slang.

• Example: Instead of just “plumber services,” use “plumber services in Brooklyn.”

Putting It All Together: A Keyword Research Workflow

Here’s a simple workflow to guide your keyword research process:

• Define your goal and target audience
• Brainstorm seed keywords
• Use tools like Google Keyword Planner, SEMrush, or Ubersuggest to expand your list
• Filter by search volume, intent, competition, and relevance
• Organize keywords into tightly themed ad groups
• Create negative keyword lists
• Build and test ads based on keyword themes
• Monitor performance, refine, and scale what works

Conclusion

Mastering keyword research forms the core of successful Google Ads campaigns. By understanding search intent, utilizing reliable tools, targeting long-tail and geo-specific keywords, and refining strategies regularly, businesses can achieve greater visibility and stronger returns. Get in touch with Searchical SEO today to elevate your Google Ads performance with expert keyword strategies that deliver measurable results.

FAQs:

Why are long-tail keywords important for Google Ads?

Long-tail keywords offer greater specificity, drawing a focused audience with stronger intent, resulting in higher conversion rates and reduced competition.

What are negative keywords in Google Ads?

Negative keywords prevent your ads from showing on irrelevant searches, helping conserve budget and improve campaign performance.

How frequently should Google Ads keywords be reviewed and updated?

Review and update your keywords regularly, at least monthly, to account for changes in market trends, competition, and consumer behavior.

What are the most effective tools for conducting Google Ads keyword research?

Google Keyword Planner, SEMrush, Ahrefs, and Ubersuggest are among the best tools for identifying valuable keywords and analyzing competition.