About Keyword Planner

Keyword Planner is a free AdWords tool for new or experienced advertisers that’s like a workshop for building new Search Network campaigns or expanding existing ones. You can search for keyword and ad group ideas, see how a list of keywords might perform, and even create a new keyword list by multiplying several lists of keywords together. Keyword Planner can also help you choose competitive bids and budgets to use with your campaigns.

This article goes over ways that you can use Keyword Planner to lay the groundwork for a successful campaign.

Before you begin

To access Keyword Planner, sign in to your AdWords account at http://adwords.google.co.uk/KeywordPlanner. If you don’t have an AdWords account, learn how to create one.


You can use Keyword Planner to accomplish the following tasks:

  • Research keywords. Need help finding keywords to add to a new campaign? Or maybe you want to find additional keywords to add to an existing campaign. You can search for keyword and ad groups ideas based on terms that are relevant to your product or service, your landing page or different product categories.
  • Get historical statistics and traffic forecasts. Use statistics, like search volume, to help you decide which keywords to use for a new or existing campaign. Get forecasts, like predicted clicks and estimated conversions, to get an idea of how a list of keywords might perform for a given bid and budget. These forecasts can also help guide your decision on which bids and budgets to set.

It's important to bear in mind that while Keyword Planner can provide some great keyword ideas and traffic forecasts, campaign performance depends on a variety of factors. For example, your bid, budget, product and customer behaviour in your industry can all influence the success of your campaigns.


As you use Keyword Planner, remember to bear our tips for building the best keyword list in mind. For example, most advertisers find it useful to have somewhere between five and 20 keywords per ad group.

Keyword Planner for keyword research

You can use Keyword Planner to help you get historical statistics such as search volume data for new keyword ideas, or to get forecasts on keyword ideas so you can plan your budget. This section explains each of the options available in Keyword Planner.

Search for new keywords using a phrase, website or category

This can help you find keywords for a new campaign or expand the keyword list for an existing campaign. If you're trying to expand an existing campaign, for example, you might use Keyword Planner to find more specific keywords that don't have a high search volume (which we like to call "long-tail" keywords), but might be more likely to lead to a conversion.

Next, you'll "shop" from the list of keyword and ad group ideas and add the keywords that you like to a draft "shopping basket" plan – the same way that you might shop for shoes on an e-commerce site!

Learn how to search for ideas and build a plan

Get search volume data and trends

If you already have a list of keywords, you can enter those keywords manually or upload them as a CSV file to get an idea of how popular those keywords have been. For example, you could enter a list of keywords and get search volume statistics. You can also group your keywords into ad groups.

Learn how to enter or upload keywords to get search volume or group them into ad groups

Multiply keyword lists to get new keywords

Save the time of manually combining keywords by multiplying two or more lists of keywords. Then, get historical statistics or traffic forecasts for the new list of combined keywords.


Let's say that you're advertising a chain of luxury resorts. You might have one keyword list of geographical locations, and a second list of keywords that describe your resorts as follows:

Keyword list 1 Keyword list 2
Mexico luxury resort
Cabo hotels
Cancun beach resort

We'll combine the keywords from both lists to create new keyword phrases, like Cabo hotels or Mexico luxury resort. Then you can get traffic forecasts or historical statistics for these new keywords.

Learn how to multiply keyword lists

Get click and cost performance forecasts

If you already have a list of keywords, you can also enter those keywords manually or upload them as a CSV file to get click and cost forecasts. These are forecasts that are specific to your AdWords account and the bid that you’ve selected.

Learn how to enter or upload keywords to get traffic forecasts

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