How to use Google Ads Keyword Planner

Learn how to use Keyword Planner and identify the most relevant keywords to your business both organically and with paid media

Are you thinking of investing in Google Ads or creating content to increase organic traffic to your site? If so, the first step is to choose the keywords related to your products or services using keywords Planner (or Keyword Planner, in English).

Google Ads Keyword Planner is a research tool that helps you find the right keywords to reach the right customers.

See below how to use the Keyword Planner in a practical way and understand how to choose the best words to carry out your campaigns or, still, produce content to increase the organic traffic of your website.

1. How to access the Keyword Planner

To use Keyword Planner you need to have a Google Ads account.

Creating an account or signing in to Google Ads

  • Go to Google Ads and, if you don’t have an account yet, click on the “Start now” button
  • If you already have a Google account, you can start taking your first steps. We assume you already have, but if not, the splash screen
  • Soon after, it will be necessary to create a campaign

Unfortunately, today there is no longer the possibility to access the Keyword Planner without creating a campaign, skipping the guided setup. In other words, you need to create a campaign before accessing it.

Tip: just simulate the creation of a campaign, filling in the required fields and at the end select payment by bank slip. Thus, there will be no commitment to creating a campaign and paying without first performing a keyword analysis.

Accessing the Keyword Planner

After accessing your Google Ads account, click on “Tools and Configuration” (key combined icon) , in the “Planning” column, “Keyword Planner” option.

2. How to perform a query in Keyword Planner

To perform a query in the Keyword Planner, click on the first option, which allows you to find new keywords and view search volume data

Think of words your persona could search for if they wanted to find your product or service on Google and enter those suggestions in the “Your product or service” field.

Define the locations for which you want to perform the keyword query to get a more accurate result with targeting field.

You can also include negative keywords to prevent words that are unrelated to your offer from being displayed.

Then, just click on Get Ideas for the Planner to submit suggestions based on the average monthly surveys over the last 12 months.

Check on the screen below what the result of a query would look like for the words “ Digital Marketing ”, “ Inbound Marketing ” and “Digital Marketing tool”

Note that, in addition to the result for the suggested words, the Planner presents keyword ideas that are related to the search terms.