Google Keyword Planner: A Beginner’s Step-by-Step Guide

Google Keyword Planner: A Beginner's Step-by-Step Guide

Think of the Google Keyword Planner (aka the Google Keyword Tool) like a map of search demand. It's a free tool inside Google Ads (formerly AdWords) that helps you find keyword ideas, see search volume estimates, and get traffic/cost forecasts. In plain terms: it tells you what people are searching for, roughly how many are searching, and how much it might cost to reach them with paid ads — all in one place.

Why should you care? Because whether you’re writing blog posts or buying clicks, you don’t want to guess. The Google Keyword Planner helps you prioritize keywords by estimated demand and cost, so you can focus your content and ad spend where they’ll likely drive traffic and conversions. In other words, it helps you spend effort and money where it actually moves the needle.

What does it give you, practically?

  • Keyword ideas based on the words or pages you enter.
  • Search volume estimates to gauge how popular a query is.
  • Traffic/cost forecasts that predict clicks, impressions, and estimated CPC for ad campaigns.
    These outputs make planning both PPC campaigns and organic content much more strategic.

But is it the only tool you need? Not necessarily. Tools like SEMrush, Ahrefs, Moz, and Ubersuggest offer deeper competitive data, keyword difficulty scores, and alternative metrics. Still, the advantage of the Google Keyword Planner is that it’s free and tied directly to Google’s ad platform — so its estimates are grounded in actual ad auction data. Use it as your starting point; use other tools to layer in competitive insight.

So, what’s the quick takeaway? If you want to stop guessing and start prioritizing, open Google Ads, fire up the Google Keyword Planner, and let the numbers guide your choices. It doesn’t replace creativity or good content, but it does tell you where people already want answers — and where your ads have the best chance to convert.

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Quick overview — where the tool lives and why it matters
Think of the Google Keyword Planner like a reliable tool in your marketing toolbox: it’s where you begin when you want to know what people are actually searching for. The Planner lives inside Google Ads (formerly AdWords) under Tools & Settings > Planning > Keyword Planner. In older layouts you may still see it labeled AdWords Keyword Planner.

You must be signed into a Google Ads account to access the Planner. Creating a Google Ads account is free and gives you access to the tool. Keep in mind the UI has changed over time, so the exact menu labels and icon placements can differ slightly between accounts.

Step-by-step: open Keyword Planner
Follow these exact steps to get there quickly:

  • Sign into your Google account and go to ads.google.com.
  • If you don’t have an account, create one — it’s free and grants access to the Planner.
  • Once inside Google Ads, look for the top menu and click Tools & Settings (the wrench/gear icon).
  • Under the Planning column select Keyword Planner (older interfaces might list it as AdWords Keyword Planner or put it under a Tools menu).
  • When the Planner opens, you’ll commonly see two options:
    • Discover new keywords — find keyword ideas from phrases or landing pages.
    • Get search volume and forecasts — see estimated volumes and performance projections for keywords.

If you don’t see Keyword Planner — quick troubleshooting
Not seeing it right away? Try these checks:

  • Confirm you’re signed into the correct Google Ads account (some users have multiple Google accounts).
  • The interface may look different; scan the top-right for the wrench/gear icon or a “Tools” menu.
  • If Google prompts you to set up a campaign, look for an option to skip or switch to Expert mode — you can access tools without running ads.
  • If access is restricted, check user permissions if you’re on a shared account.

Why use Google Keyword Planner — and where other tools fit
What’s in it for you? Google Keyword Planner gives you direct insight from Google’s own search data — the foundation for realistic keyword selection and campaign forecasting.

But it’s not the only tool in the shop. Tools like SEMrush, Ahrefs, Moz, and Ubersuggest add value by showing competitor keywords, backlink context, SERP features, and broader keyword intent analysis. Use Google Keyword Planner for raw search signals and volume; layer in SEMrush/Ahrefs/Moz/Ubersuggest when you need competitive intelligence or keyword difficulty.

Ready to open it? Sign into Google Ads, follow the steps above, and you’ll be looking at keyword ideas in under a minute.

Why this matters to you
You want to pick keywords that bring real visitors without wasting time or money. The Google Keyword Planner lets you test ideas quickly — so you can prioritize topics or campaign bets before you commit. But where do you start?

Quick setup: what to enter first

  • Sign into Google Ads (AdWords) to access Google Keyword Planner. You don’t need to run ads to use the Planner, but an account is required.
  • Start with either seed keywords or a landing page/website URL. Seed keywords are the short phrases you think people search for; a landing page URL helps the tool find closely related queries.
  • Set location and language right away. Search behavior changes by place and tongue — get those settings wrong and your data will mislead you.

Running searches: step-by-step

  1. Open the Planner and choose “Discover new keywords.”
  2. Paste your seed keywords or the landing page/website URL, set location and language, then run the search.
  3. Scan the Keyword ideas results. Use the filters to narrow by search volume, competition, and top-of-page bid ranges.
  4. Select promising keywords and add them to your plan or a keyword list for forecasting.

What to look for in Keyword ideas

  • Search volume trends: steady demand beats a spike that already died.
  • Relevance and intent: are searchers looking to buy, learn, or compare? Match intent to your content or campaign goal.
  • Long-tail opportunities: longer phrases often have lower competition and clearer intent.
  • Seasonal signals: watch month-by-month volumes if you have seasonal offers.

Reading the Forecast tool: the rehearsal before you launch
Once you’ve added keywords, switch to the Forecast tab. Think of this like a dress rehearsal for traffic — it gives you expected outcomes so you can tweak before the live show. The Forecast aggregates your chosen keywords into projections across a specified time period and shows estimated:

  • clicks
  • impressions
  • average CPC (cost per click)

Use these projections to answer practical questions: How many clicks could I expect for $X/day? What budget would likely get me listed often enough to matter? The Forecast also helps compare keyword bundles so you can decide where to spend ad budget or which topics to prioritize for organic content.

How to interpret the numbers (practical tips)

  • Don’t treat forecasts as promises — treat them as direction. They’re estimates based on historical behavior.
  • If average CPC looks high, consider targeting longer-tail versions or improving your landing page relevance to lower costs.
  • Use clicks and impressions together: high impressions with low clicks suggests poor ad copy or mismatched intent.

Combine Planner data with other tools
Google gives you raw demand and cost signals. For deeper competition and SERP analysis, pair Planner data with tools like SEMrush, Ahrefs, Moz, or Ubersuggest. Those tools help you see who ranks now, backlink strength, and keyword difficulty — information Planner doesn’t show.

A short checklist to act on

  • Confirm location and language before you analyze results.
  • Start with a handful of seed keywords or a relevant landing page/website URL.
  • Use Keyword ideas to build a shortlist, then move those into Forecast.
  • Compare cost vs. expected traffic to pick priorities.
  • Export results and cross-check with SEMrush/Ahrefs/Moz/Ubersuggest for competitive context.

Final nudge
Run a few small experiments — try content targeting a forecasted low-CPC, high-click keyword, or test a modest ad spend to validate the Planner’s projection. The goal is fast learning: use the Planner to reduce guesswork, not to eliminate it. You’ll iterate faster, spend smarter, and see what really moves the needle.

Why this matters: you can’t rely on raw volume alone. Google Keyword Planner gives you keyword ideas and search volumes, but those numbers are only the starting point. The real job is matching those ideas to what real searchers want and to how easy it is to rank for them.

How to surface ideas and volumes with Google Keyword Planner

  • Start with seeds: enter product names, topics, or competitor pages.
  • Use the Planner’s “Discover new keywords” to pull keyword ideas and average monthly searches.
  • Export the list so you can sort and filter offline (volume ranges, location, language).

What the numbers tell you — and what they don’t

  • The Planner’s volume data shows demand: more searches = more potential traffic.
  • But volume doesn’t tell you intent or ranking difficulty. That’s on you to check next.

Assess search intent: informational, commercial, transactional

  • Ask: What does the searcher want right now? Are they learning, comparing, or ready to buy?
    • Informational: queries like “how to,” “what is,” or “tips” — expect blog posts, guides.
    • Commercial: queries like “best,” “vs,” or “reviews” — content that helps choose.
    • Transactional: queries with “buy,” “coupon,” or specific product models — product pages or category pages.
  • How to verify intent quickly:
    • Look at the top results and titles. Are they blog posts, category pages, product listings, or review pages?
    • Note SERP features: knowledge panels, shopping results, “People also ask,” or ads — each signals different intent.
  • Why this matters: Are you trying to build awareness (informational) or drive conversions (transactional)? Don’t chase volume if the intent doesn’t match your content goal.

Why the Planner’s competition metric can be misleading

  • The Planner’s competition metric shows advertiser competition in Google Ads (AdWords), not organic difficulty.
  • High advertiser competition can mean the query converts well, but it doesn’t tell you whether organic ranking is doable.
  • So: treat Planner competition as a monetization signal, not a ranking barrier.

Combine Planner data with organic-difficulty tools

  • Use tools like Ahrefs, Moz, SEMrush, or Ubersuggest to estimate organic keyword difficulty.
  • These tools analyze backlink profiles, domain authority, and on-page signals from the top-ranking pages.
  • Practical combo:
    • Use Keyword Planner for ideas and volume.
    • Use Ahrefs/Moz/SEMrush/Ubersuggest for a difficulty score and to view competing pages.
    • Then do a manual SERP check to confirm.

Manual SERP review checklist (do this every time)

  • Who ranks on page one? Big brands, niche blogs, review sites?
  • Do results include shopping/product pages or mostly informative posts?
  • Is there a lot of rich content (videos, featured snippets, long guides)?
  • How strong are the backlinks and domain authority of top pages? (Check in Ahrefs/Moz/SEMrush.)
  • Can you realistically create something better or different?

Prioritize content targets: a simple, practical scoring approach

  • Score each keyword on three things:
    • Intent match (0–3): how well the intent fits your content goal.
    • Volume (0–3): higher searches → higher score, but don’t overweight.
    • Organic difficulty (0–4): lower difficulty → higher score.
  • Add a monetization bonus (+1) if Planner’s competition or CPC is high (means commercial value).
  • Total score helps you prioritize quick wins (good intent + reasonable volume + low difficulty) vs. long-term plays (high volume + high difficulty).
  • Example threshold: target scores 7+ for immediate content, 5–6 for experimental content, below 5 deprioritize.

Quick content-type matching

  • Informational intent → long-form guides, how-tos, and FAQs.
  • Commercial intent → comparison pages, best-of lists, and product review content.
  • Transactional intent → optimized product pages, category pages, and landing pages.

Practical tips to move forward

  • Focus first on a handful of prioritized keywords and create content designed for the detected intent.
  • Use SEMrush/Ahrefs/Moz/Ubersuggest to track rankings and backlink opportunities after publishing.
  • Revisit Planner periodically to spot rising queries or seasonal shifts.

Final thought: think like a hiker choosing a trail — you want good views (volume), the right trail for your pace (intent), and a climb you can actually finish (difficulty). Use Google Keyword Planner for the map of possibilities, then use organic tools and manual SERP checks to pick the best route for your content.

Why does this matter for you? Because those numbers tell you where demand is, how expensive it might be to buy clicks, and whether advertisers are already fighting over a keyword. Read them correctly and you’ll pick keywords that move the needle instead of wasting time chasing vanity metrics.

Key metrics — what Google Keyword Planner shows and what it really means

  • Search volume: Planner reports monthly averages or ranges (e.g., 1K–10K). Think of it like looking through a magnifying glass: sometimes you see fine detail, sometimes you get a broader smear. Use volume to gauge order-of-magnitude demand, not minute precision.
  • Advertiser competition: Labeled low/medium/high, this measures how many advertisers bid on that keyword in Google Ads (AdWords), not how hard it is to rank organically. High competition = advertisers are actively paying for it.
  • Estimated CPC: The cost-per-click estimate tells you how much advertisers pay on average. It’s a snapshot influenced by location, device, and bid strategies — useful for budgeting and deciding whether a paid approach is viable.

Match types — Broad, Phrase, Exact: why they change everything

  • Broad match returns the largest set of queries and will usually show higher volume and larger forecasted clicks/costs. It’s more “open”.
  • Phrase match narrows things to searches that include your phrase in order, so volumes and forecasts fall between broad and exact.
  • Exact match shows the tightest set (though Google includes close variants now), so volumes are smallest and forecasts are most conservative.
    Why care? Because forecasts and volume in Keyword Planner reflect the match type you pick. If you want realistic CPC and click forecasts for a tight campaign, use Exact. If you’re exploring topic ideas, start with Broad.

Accuracy and limits — what Planner won’t tell you perfectly

  • Google often shows rounded numbers or ranges. Exact monthly counts are smoothed for privacy and scale.
  • Accounts with little or no Google Ads activity typically see coarser data (wider ranges). Active spend often unlocks more granular figures.
  • Planner focuses on paid-intent signals. It’s reliable for direction (is demand big or tiny?) but not a crystal ball for exact organic traffic.
  • Forecasts are based on your campaign settings. Change location, device, or bid targets and the projected clicks and costs will change.

Can you use Google Keyword Planner without running ads?
Yes. You can use Google Keyword Planner even if you don’t run ads. But there are trade-offs:

  • You’ll get useful directional insight — volumes, competition tiers, CPC estimates — which is enough for most keyword research.
  • Detailed granularity and some forecasting precision tend to be better for accounts with active ad spend. If you need exact monthly figures, a small test campaign or steady account activity will often improve data granularity.

Practical, quick rules you can use right now

  • Treat volume ranges as order-of-magnitude signals: prioritize keywords that are clearly higher or lower, not those that hover on a boundary.
  • Combine competition + CPC: high competition + high CPC = tough paid market. Low competition + reasonable CPC = opportunity.
  • Use match types intentionally: research with Broad, validate with Phrase, and plan budgets with Exact.
  • If you don’t run ads yet, use Planner for scoping and pair it with other inputs (see below) for organic difficulty and SERP context.

When to bring in other tools
Google Keyword Planner is great for raw demand and advertiser intent, but it’s not the whole picture. Use tools like SEMrush, Ahrefs, Moz, and Ubersuggest when you need:

  • Historical trends and more granular volume history.
  • Keyword difficulty scores tied to organic ranking competition.
  • SERP analysis (who’s ranking, featured snippets, backlinks).
    Think of Planner as your demand radar and third-party tools as the tactical instruments that show competitor strength and ranking effort.

Bottom line checklist

  • Use Planner for direction and paid-market signals.
  • Pick match types deliberately — they change volume and forecast numbers.
  • Expect rounded ranges unless your account has activity.
  • You can work without ads, but running small tests tightens the data.
  • Combine Planner with SEMrush, Ahrefs, Moz, or Ubersuggest for a fuller, practical picture.

You don’t need perfect numbers to win. You need consistent, smart use of the signals Google supplies — and a willingness to test and learn. Ready to pick some keywords that actually help your goals?

Exporting, organizing and turning keywords into content: export tips, grouping, negative keywords, and a simple workflow

Why bother exporting? Because the real work—filtering, grouping, prioritizing, and turning ideas into pages—happens outside the Google Keyword Planner. You want data you can sort, tag, share, and feed into your editorial or PPC systems. Ready to make your keyword list actionable?

Quick export tips

  • You can export keyword ideas and forecasts from Google Keyword Planner as CSV/XLSX files. Export both keyword lists and Forecasts so you don’t lose volume, CPC, competition, and forecasted clicks/impr.
  • Include context on export: location, language, and date range so the numbers make sense later.
  • Export a raw copy before you clean anything. Think of it as your “original tape” to revert to if you need to.
  • Save a separate file with the Forecast export (click/traffic estimates) — that’s valuable for PPC planning and traffic projections.

Cleaning and prepping (fast wins)

  • Remove exact duplicates and normalize spacing/casing.
  • Add columns you’ll use for sorting: Intent, Volume, CPC, Difficulty (from Ahrefs/SEMrush/Moz/Ubersuggest), Source, and Cluster ID.
  • Use simple spreadsheet tricks: filters, conditional formatting for high CPC or high volume, and pivot tables to see which themes dominate.

How to group keywords into useful clusters

  • What counts as a “cluster”? It’s a set of related queries that should map to one page or a tight family of pages.
  • Methods:
    • Manual: scan and tag keywords by theme or intent. Good for small lists or strategic topics.
    • Semi-automated: use spreadsheet formulas (LEFT/RIGHT/FIND), fuzzy match add‑ins, or the Keyword Manager in SEMrush/Ahrefs/Moz/Ubersuggest to suggest groups.
    • Automated tools: third‑party clustering tools or scripts that use semantic similarity or shared modifiers.
  • Practical rule: if two keywords can be answered by the same page without confusing the user, they belong in the same cluster.

A simple, repeatable workflow (practical steps)

  1. Export CSV/XLSX from Google Keyword Planner (ideas + Forecasts).
  2. Append SEO metrics from SEMrush, Ahrefs, Moz, or Ubersuggest — add difficulty, estimated clicks, and top competitors.
  3. Filter by basic criteria: remove extremely low volume (unless highly specific intent), mark high CPC or clearly commercial modifiers.
  4. Tag intent: Informational, Commercial investigation, Transactional, Navigational.
  5. Cluster related keywords into topic groups and give each cluster a short name.
  6. Prioritize clusters for SEO: balance intent and effort (volume vs difficulty). For PPC: prioritize by predicted ROI from Forecasts (clicks, CPC).
  7. Map each cluster to a target page or a content brief with title, H2s, primary keyword, related phrases, and CTA.
  8. For PPC, convert the low-value or irrelevant clusters into negative keyword lists and add them to your Google Ads (AdWords) campaigns.
  9. Export final lists for your CMS or to share with writers and campaign managers.

Prioritizing for SEO vs PPC — different hats, same data

  • SEO: prioritize by intent and effort. High volume with low difficulty is a winner; high intent (transactional) keywords justify longer-term page investment. Use third‑party difficulty scores (SEMrush/Ahrefs/Moz/Ubersuggest) to estimate effort. Map each prioritized cluster into an editorial calendar: month, owner, brief, and target URL.
  • PPC: prioritize clusters by forecasted clicks and CPC. Use Forecast exports from Google Keyword Planner to estimate cost and return. Then remove the noise—build negative keyword lists from irrelevant or low‑converting clusters to protect spend.

Building negative keyword lists (practical guide)

  • Why? Negative keywords prevent your ads from showing on queries that won’t convert or bleed budget.
  • Sources for negatives:
    • Irrelevant clusters (topics that share a word but don’t match your offer).
    • Low‑intent informational searches when you want buyers.
    • High‑volume, low‑converting modifiers you’ve seen convert poorly.
  • How to implement: create shared negative lists in Google Ads (AdWords) and attach them to campaigns or ad groups. Update regularly based on search term reports and your exported clusters.

Turning clusters into content briefs

  • For each cluster, create a brief with:
    • Target keyword and intent (one line).
    • Suggested title and meta description.
    • Outline of H2s covering the main questions in the cluster.
    • Related keywords/phrases to include (from your export).
    • Internal links to/from pillar pages and a clear CTA.
  • Why this matters: writers work faster and produce more focused content when they have a clear map of what user need the page should satisfy.

Where third‑party tools fit in

  • Use SEMrush, Ahrefs, Moz, or Ubersuggest to enrich exports: difficulty, competitor SERPs, related questions, and backlink gaps. These tools help you judge effort and spot quick wins you can miss in the Planner alone.
  • Keep Google Keyword Planner as your demand source and forecasts, and let third‑party tools provide the tactical feasibility checks.

Final checklist before you hand off

  • Saved CSV/XLSX exports of ideas and Forecasts: yes.
  • Columns: Intent, Volume, CPC, Difficulty, Cluster ID: yes.
  • Clusters mapped to pages and briefs: yes.
  • Negative keyword lists created and uploaded to Google Ads (AdWords): yes.
  • Editorial calendar with owners and deadlines: yes.

You don’t need perfect data to start. Export, cluster, pick a few prioritized targets, and publish. Then iterate: measure, refine negative lists for PPC, and tune your editorial plan for SEO. Small, consistent steps win more than waiting for a perfect list.

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Conclusion

Conclusion: quick checklist, next steps, and resources to keep improving your keyword research skills

Quick checklist — what to do right now

  • Create a Google Ads (AdWords) account. You need this to access Google Keyword Planner and the freshest search data.
  • Run seed searches. Start with a handful of obvious terms tied to your product or service to pull broader keyword ideas.
  • Export and cluster keywords. Download the list, then group terms by topic and intent so you don’t try to target 100 different intents from a single page.
  • Assess intent and difficulty. Label keywords as informational, commercial, or transactional, and use third‑party tools to estimate competition and ranking difficulty.
  • Map keywords to content or ad groups for testing. Assign clusters to specific pages or ad groups and plan experiments to validate which ones perform.

Why this checklist matters for you
These steps turn raw search data into actionable tests. Instead of guessing which keywords will move the needle, you build a repeatable system: discover → organize → prioritize → test. That’s how you get measurable improvements in traffic and conversions.

Next steps — put the checklist into a short action plan

  • Run your first batch of seed searches and export results within 48 hours.
  • Spend one session clustering keywords and labeling intent.
  • Pick 3–5 priority clusters and map them to pages or ad groups to test over the next 30 days.
  • Use small, measurable tests (ads with a modest budget or a single-page content update) and measure outcomes with analytics.
  • Iterate: keep what works, refine what doesn’t, and re-run your research every 4–8 weeks.

Core resources to keep learning

  • Google Ads Help / Keyword Planner docs — the official how‑to and latest feature notes for Planner.
  • Google Search Central — official guidance on search best practices and how Google evaluates pages.
  • Tutorials and courses from SEMrush, Ahrefs, and Moz — practical lessons on keyword strategy, competitive analysis, and site SEO.
  • Ubersuggest — a quick, user‑friendly tool for additional keyword ideas and simple metrics.

How to validate and keep improving (ongoing testing)

  • Track keyword performance with your analytics platform: conversions, CTR, bounce rate, and time on page tell different parts of the story.
  • Run A/B tests on landing pages and ad copy tied to individual keyword clusters.
  • Use ranking and difficulty data from SEMrush, Ahrefs, Moz, or Ubersuggest to prioritize effort—some keywords are worth paid tests, others deserve organic focus.
  • Review results regularly and treat keyword research as an iterative loop, not a one‑time task.

Final thought
Keyword research is a skill you sharpen by doing. Start with the checklist, use the official docs and the courses from SEMrush, Ahrefs, and Moz to deepen your knowledge, and rely on analytics to tell you what’s actually working. You’ve got a clear roadmap—now run the tests and let the data lead.

Author - Tags - Categories - Page Infos

  • fuxx
  • December 5, 2025
  • adwords keyword planner, find google keywords, google keyword builder, google keyword planner, google keyword search, google keyword tool, google keywords, keyword ads, keyword keyword planner, keywordplanner
  • SEO Tools

Questions & Answers

Google Keyword Planner is a free tool inside Google Ads that helps you discover keyword ideas, see average monthly search volumes, forecast traffic, and view competition and bid estimates. You use it to plan paid campaigns and to find keyword opportunities for organic content.
Sign in at ads.google.com, then go to Tools & Settings (wrench icon) > Planning > Keyword Planner. If you see an older menu, look for Tools > Keyword Planner. You need a Google account; you don’t have to run an active campaign to access the tool.
Open Keyword Planner and choose either “Discover new keywords” or “Get search volume and forecasts.” Enter seed keywords or a website, set location and language, then review keyword ideas, average monthly searches, competition, and bid estimates. Export the list and filter or sort to prioritize terms you want to target.
Use Keyword Planner to generate keyword ideas and identify search demand and seasonality. Prioritize relevant, high-intent keywords and long-tail variants with reasonable search volume and lower competition. Map chosen keywords to content topics and pages, then track performance with Google Search Console and adjust over time.
“Google Keyword Tool” was the older standalone tool that's been replaced by Google Keyword Planner inside Google Ads. Keyword Planner combines keyword discovery with forecasts and bid data for advertisers; people still use it today for SEO research too.
Pick “Discover new keywords,” enter a seed keyword, product or competitor website, then review the suggested keyword ideas. Use filters (location, language, search volume) and sort by metrics to find promising long-tail and niche terms you might have missed.
Average monthly searches show interest level; competition indicates how many advertisers bid on the term (a proxy, not SEO difficulty); top-of-page bid estimates show commercial value. Use these together—favor relevant keywords with decent volume and manageable competition for your goals.
Yes. You can access Keyword Planner with a Google Ads account even if you’re not running active ads. Some features may show ranges instead of exact figures unless your account has campaign history, but it’s still useful for keyword research.