Google Keyword Planner: The Ultimate Guide for 2024

Francisco Cordeiro

- Ads Manager


In the world of digital marketing, understanding the power of keywords is crucial. Keywords drive traffic, generate leads, and improve your website’s visibility. Among the myriad of tools available, Google Keyword Planner stands out as one of the most effective for keyword research. This comprehensive guide will help you navigate Google Keyword Planner, uncover its features, and leverage it to optimize your marketing campaigns.

What is Google Keyword Planner?

Google Keyword Planner is a free tool offered by Google Ads that helps marketers find the best keywords for their campaigns. It provides insights into how often certain words are searched and how those searches have changed over time. This tool can also get suggestions for keywords related to your business.

Using Google Keyword Planner, you can see the monthly search volume for specific keywords, the level of competition for those keywords, and the estimated cost-per-click for running ads on them. This data is essential for both search engine optimization (SEO) and pay-per-click (PPC) advertising campaigns. Additionally, it helps you understand user intent, identify content gaps, and refine your marketing strategies.

Why Use Google Keyword Planner?

The primary reason to use Google Keyword Planner is to discover new keywords that can help you attract more visitors to your website. Whether you’re launching a new product, writing content, or planning an advertising campaign, keyword research is fundamental. Google Keyword Planner offers reliable data straight from the source—Google itself.

Moreover, this tool aids in understanding the competitiveness of keywords, which is crucial for developing a successful SEO strategy. By targeting keywords with the right balance of search volume and competition, you can improve your website’s ranking on search engine results pages (SERPs). Furthermore, Google Keyword Planner assists in identifying negative keywords to exclude from your PPC campaigns, ensuring you target the most relevant audience.

Setting Up Google Keyword Planner

Creating a Google Ads Account

Before you can access Google Keyword Planner, you need to create a Google Ads account. Even though you won’t necessarily run ads, this account is required to use the tool.

  1. Go to the Google Ads website.
  2. Click on “Start Now” and follow the prompts to set up your account.
  3. Enter your business details and set up your first campaign (you can pause it later).

Setting up a Google Ads account involves providing basic information about your business, such as your website URL, target audience, and advertising goals. After setting up your account, you can access the Keyword Planner without needing to launch any ads. This step is necessary because Google needs to link your keyword research activities to an active account.

Accessing the Keyword Planner

Once your Google Ads account is set up, you can access the Keyword Planner from the Tools & Settings menu. Click on “Keyword Planner” under the “Planning” section to get started.

Navigating to the Keyword Planner involves a few steps within the Google Ads interface. From the dashboard, you’ll find the “Tools & Settings” option in the upper right corner. Under the “Planning” column, click on “Keyword Planner.” This will open the tool where you can begin your keyword research by entering words or phrases related to your business.

How to Use Google Keyword Planner

Finding Keywords

Start by entering a word or phrase related to your business into the search bar. Google Keyword Planner will return a list of related keywords along with their search volumes, competition levels, and average cost-per-click.

When you input a keyword, the tool generates a list of related keywords. This list includes metrics like average monthly searches, competition level, and suggested bid. This data helps you assess the potential of each keyword. For example, a keyword with high search volume and low competition is ideal for targeting.

Analyzing Keyword Suggestions

Review the list of suggested keywords and analyze the search volume and competition. High search volume means more people are searching for that term, while low competition indicates fewer advertisers are bidding on it.

In this phase, it’s essential to focus on keywords that align with your business objectives. For instance, if you’re a local business, prioritize keywords with location-specific modifiers. Use filters to narrow down your keyword list by factors such as location, language, and search network. This targeted approach ensures you choose keywords that will drive relevant traffic to your site.

Using Filters and Refinements

Use the filters to narrow down your keyword list. You can filter by location, language, and search network to find the most relevant keywords for your target audience.

Applying filters is a crucial step in refining your keyword research. By setting parameters for location, language, and search network, you ensure that the keywords you select are tailored to your specific audience. For example, if you operate in the US, you might filter out keywords that are popular in other countries but not relevant to your market.

Estimating Traffic and Costs

Google Keyword Planner allows you to estimate the traffic and cost for keywords based on different bid amounts. This feature helps you understand the potential return on investment for your chosen keywords.

Estimating traffic and costs involves using the forecasting tool within Google Keyword Planner. By setting a bid amount, you can see projected clicks, impressions, and costs for your keywords. This data helps you budget for your campaigns and estimate their effectiveness. It also provides insights into how changing your bid amounts might impact your campaign performance.

Advanced Features of Google Keyword Planner

Keyword Forecasts

Keyword Planner provides forecasts for your keyword performance, showing you how your keywords might perform in the future. This feature is useful for planning long-term strategies.

The forecasting tool gives predictions based on historical data and current trends. It provides estimates for metrics such as clicks, impressions, and conversion rates over a specified period. This forward-looking data is invaluable for strategic planning, helping you adjust your campaigns to maximize future performance.

Historical Metrics

Historical metrics offer data on how keywords have performed over time. This information can help you identify trends and seasonal variations in keyword popularity.

By analyzing historical metrics, you can detect patterns in keyword performance. For instance, certain keywords may peak during specific seasons or events. Understanding these trends allows you to optimize your content calendar and ad campaigns to align with peak search periods, thus maximizing your reach and engagement.

Combining Keywords

Use the keyword combination tool to merge multiple keywords and create new keyword ideas. This can help you find unique keywords that your competitors might not be targeting.

The keyword combination tool enables you to generate a wide array of keyword variations by merging different keywords. This feature is particularly useful for creating long-tail keywords, which often have less competition and higher conversion rates. By combining different terms related to your business, you can discover niche keywords that provide opportunities for targeting specific audience segments.

Best Practices for Using Google Keyword Planner

Targeting Long-Tail Keywords

Long-tail keywords are longer, more specific keyword phrases that visitors are more likely to use when they’re closer to making a purchase. They generally have lower search volumes but higher conversion rates.

Long-tail keywords are invaluable for capturing highly targeted traffic. Although they have lower search volumes, they often indicate a higher intent to purchase. For example, a search for “best running shoes for flat feet” is more likely to lead to a sale than a generic search like “running shoes.” By targeting these specific phrases, you can attract qualified leads who are further along in the buying process.

Balancing Search Volume and Competition

Finding the right balance between search volume and competition is crucial. Aim for keywords with moderate to high search volume and low to medium competition to maximize your chances of ranking.

Balancing search volume and competition involves selecting keywords that offer the best potential for traffic and conversions without being overly competitive. Keywords with high search volumes and low competition are ideal, but these can be rare. Instead, look for keywords with a good balance, ensuring that you can realistically rank for them while still attracting meaningful traffic.

Common Mistakes to Avoid

Avoid relying solely on high-volume keywords as they often come with high competition. Also, ensure your keywords are relevant to your content and audience. Irrelevant keywords can lead to high bounce rates and low engagement.

  • Focusing too much on high-volume keywords
  • Ignoring long-tail keyword variations
  • Choosing keywords with stiff competition
  • Struggling to achieve top rankings due to competition
  • Selecting keywords that are not highly relevant to your audience
  • Neglecting user intent
  • Failing to align keywords with what the target audience is searching for

Google Keyword Planner Alternatives

Other Free Tools

There are several other free tools available for keyword research, such as Ubersuggest, AnswerThePublic, and Keyword Tool. These tools can complement Google Keyword Planner by providing additional keyword ideas and insights.

Ubersuggest offers a range of keyword suggestions along with metrics like search volume, competition, and seasonal trends. AnswerThePublic generates keyword ideas based on common questions and phrases people use in searches. Keyword Tool provides keyword suggestions based on Google’s autocomplete feature. Using these tools alongside Google Keyword Planner can give you a broader perspective and more keyword options.

Paid Tools

Paid keyword research tools like Ahrefs, SEMrush, and Moz offer advanced features and more comprehensive data. These tools can be particularly useful for larger businesses or more competitive niches.

Ahrefs is known for its extensive backlink analysis and keyword research capabilities. SEMrush offers detailed insights into competitors’ strategies, keyword rankings, and PPC campaigns. Moz provides a robust suite of SEO tools, including keyword research, link building, and site audits. Investing in these paid tools can provide deeper insights and more advanced features, which are beneficial for comprehensive SEO and marketing strategies.


Google Keyword Planner is an invaluable tool for anyone looking to improve their SEO strategy. By understanding how to effectively use its features, you can uncover the best keywords for your campaigns, drive more traffic to your website, and ultimately achieve your marketing goals. The insights gained from this tool can significantly enhance your digital marketing efforts, making your campaigns more efficient and effective.


What is Google Keyword Planner used for?

Google Keyword Planner is used for researching keywords for SEO and PPC campaigns. It helps you find keywords related to your business and provides data on search volumes, competition, and cost-per-click.

Is Google Keyword Planner free to use?

Yes, Google Keyword Planner is free to use. However, you need to create a Google Ads account to access it.

How accurate is Google Keyword Planner?

Google Keyword Planner provides estimates based on Google’s own data, making it one of the most accurate tools available. However, it’s important to use it in conjunction with other tools and analytics for the best results.

Can I use Google Keyword Planner without creating ads?

Yes, you can use Google Keyword Planner without running ads. You only need to set up a Google Ads account, which you can use solely for accessing the Keyword Planner.

What are some alternatives to Google Keyword Planner?

Some alternatives to Google Keyword Planner include Ubersuggest, AnswerThePublic, Keyword Tool, Ahrefs, SEMrush, and Moz. These tools offer various features and data for comprehensive keyword research.

How do I find long-tail keywords using Google Keyword Planner?

To find long-tail keywords, enter a broad keyword into the tool and look for more specific phrases in the suggestions. You can also use filters to refine your search and uncover long-tail keywords relevant to your niche.


We are excited to speak with you!

After clicking submit, you will have the opportunity to book a call. During the call, we will thoroughly discuss your needs and goals.

How can we help you?

To join our network of partners and vendors, please complete this form.