Use Keyword Planner

If you’re affected by market changes, we recommend planning weekly rather than monthly or quarterly until markets stabilize.

Keyword Planner’s forecasts are refreshed daily and based on the last 7-10 days, adjusted for seasonality. Your forecasts will take into account any impact of market changes during this time frame. We’ve updated our seasonal model to account for current market conditions.

Keyword Planner helps you research keywords for your Search campaigns

You can use this free tool to discover new keywords related to your business and see estimates of the searches they receive and the cost to target them.

Keyword Planner also provides another way to create Search campaigns that’s centered around in-depth keyword research.

This article shows you how to use Keyword Planner to lay the groundwork for a successful campaign.

Benefits

  • Discover new keywords: Get suggestions for keywords related to your products, services, or website.
  • See monthly searches: See estimates on the number of searches a keyword gets each month.
  • Determine cost: See the average cost for your ad to show on searches for a keyword.
  • Organize keywords: See how your keywords fit into different categories related to your brand.
  • Create new campaigns: Use your keyword plan to create new campaigns centered on in-depth keyword research.

It's important to keep in mind that while Keyword Planner can provide insights into keyword targeting, campaign performance depends on a variety of factors. For example, your bid, budget, product, and customer behavior in your industry can all influence the success of your campaigns.

Instructions

To access Keyword Planner:

  • Your account must be using expert mode. You won’t be able to access Keyword Planner if your account is using smart mode.
  • You must complete your account setup by entering your billing information and creating a campaign. If you’re not yet ready to spend money, you can choose to pause your campaigns.

1. Create a keyword plan

Once you open Keyword Planner, there are two ways to create your keyword plan:

  1. Search for new keywords by clicking Discover new keywords.
  2. Upload existing keywords by clicking Get search volume and forecast.

Discover new keywords

A. Get ideas for new keywords

Enter words and or websites related to your business to see keyword ideas.

  1. Sign in to your Google Ads account. 
  2. Click the tools icon , then under "Planning," click Keyword Planner.
  3. Click Discover new keywords.
  4. There are two ways to discover new keyword ideas:
    1. Start with keywords: Enter words related to your products or services. You can separate multiple phrases with a comma and space.
      1. Enter your domain and Google will try to exclude keywords not related to what you offer.
    2. Start with a website: Enter any website and Google will look for keywords related to the content on that site. 
  5. Click Get results.

After clicking “Get results,” you’ll see a list of keywords related to what you entered. These keywords haven’t been added to your plan. You can now edit your list with filters and categories to help you find those that make sense for your plan.

B. Edit your list of keyword ideas

You can now edit your list of keyword ideas using filters and categories. Learn more in-depth tips on editing your keyword list.

Filter

Narrow down your list of keywords based on criteria like competition, impression share, and keyword text. For example, you may want to see keyword ideas where bids under $1 may be enough to reach the top of the page.

  1. Click Add filter.
  2. Select a filter and enter its values.
  3. Your list of ideas will now match the filter.

Refine by category

See groups of keywords based on their themes, brands or categories.

  1. Look for the “Refine keywords” side panel on the “Keyword ideas” page.
  2. Open the categories beneath it to see characteristics related to your keyword ideas.
  3. Uncheck the box next to each category to remove these keywords from your list.
    • For example, if your keywords are related to running shoes, you may see a category for shoe color. To only see keywords for “red running shoes”, you’d uncheck the box for all other colors.

C. Add keywords to your plan and see a performance forecast

Once you have a list of keywords, there are two ways to incorporate them into your campaigns:

  1. Add them to your keyword plan to see forecasts of their performance and create an optional new campaign.
  2. Add them to ad groups within existing campaigns.

Follow these steps to add keywords to your plan and forecast their performance:

  1. Check the box next to each keyword that you’d like to add to your plan.
  2. Click the Add to plan dropdown.
  3. Select Add to plan. Or, select Add to existing campaign to add them to a campaign that you’ve already created.
  4. Specify the ad group within your planned campaign that you’d like to add these keywords to by clicking the Adding to [name of ad group] dropdown. 
  5. Specify the match type by clicking the Broad match dropdown and selecting a match type.
  6. Click Add keywords.

Get search volume and forecasts

Add keywords to plan and see forecast

  1. Sign in to your Google Ads account. 
  2. Click the tools icon , then under "Planning," click Keyword Planner.
  3. Click Get search volume and forecasts.
  4. Enter or paste a list of keywords into the search box, or upload a list of keywords from a CSV file following the instructions below:
    1. Click Upload a file.
    2. Click Select a file from your computer. Review the templates provided for uploading keywords.
      1. Upload a list of keywords: Your file should have just one column with the header titled “Keyword”.
      2. Upload an entire keyword plan: Download the template to include optional data like campaign, location, and ad group, etc. along with your keyword.
    3. Click Submit.
  5. Click Get started.

2. Understand your keyword forecast

Your plan forecast shows you how many conversions, clicks, or impressions you’re likely to get for your keywords based on your spend.

Understand your forecast

Your forecast is available on the “Keywords” page of your plan. It includes keywords that you uploaded via “Get search volumes and forecasts” or those you added from the “Keyword ideas” page.

What’s included in your forecast

  • Forecast of optimal performance for all keywords based on your spend. Spending more than this amount is not likely to lead to better performance.
    • Change the metric you’re forecasting by clicking on “conversions” or “clicks”.
    • Change the max. CPC by clicking on the $ amount.
    • Click the dropdown arrow to see a chart of your estimated performance to get based on your spend.
  • Estimates for each individual keyword based on the max. CPC.
    • Edit the $ amount in the “Max. CPC” column to see how these estimates change.
  • Ad groups that your keywords will be added to in a new campaign if you implement your plan.
  • Date range for your forecast.
    • Click on the date range at the top of the page to change the timeframe for your forecast.

Additional options

  • Add new keywords by clicking the plus button and entering new keywords. You can also return to the “Keyword ideas” page and add keywords from there.
  • Download forecast by clicking the download button.
  • Share plan with others by clicking the three dots and selecting Edit sharing.

3. Edit ad groups and location targeting

You can further customize your plan by grouping your keywords into ad groups and narrowing your targeting by location.

Edit ad groups

You can assign the ad groups you create here to the keywords in your plan.

  1. Go to the Ad groups page.
  2. Click the plus button.
  3. Enter the name of your ad groups in the text field separated by new lines or commas.
  4. Click Save.
  5. To remove ad groups, check the box next to the ad group and click Remove.
  6. To edit your max. CPC, click Edit max. CPC and enter a new dollar amount.

Edit locations

You can target people searching for your keywords in specific geographic locations.

  1. Go to the Locations page.
  2. Click the plus button.
  3. Enter a location to target.
  4. On the dropdown that appears, select Target next to the location you want to add.
  5. Remove any locations from your list by clicking the “x”.
  6. Click Save.

4. Create campaign based on your plan

Create campaign

You can implement your plan by creating it as a campaign.

  1. You can create a campaign from the Plan overview, Ad groups, Keywords, or Locations page.
  2. Click Create campaign near the top corner.
  3. Name your campaign.
  4. Select the recommended daily budget based on optimal performance from your plan forecast, or enter a custom budget.
  5. Click Save.
  6. After clicking “Save”, your forecast plan will be converted into a new campaign on your account’s “Campaigns” page.
  7. Click View campaign to access the settings for your new campaign.

Once you’ve implemented your plan as a campaign, you can still access its forecast from the tools icon, under Keyword Planner. However, you’ll only be able to make changes to the keywords for this plan within the new you created campaign.

Send us feedback

We want to hear about what's working for you in the new Google Ads and what could be improved. To share your thoughts, click the help icon in the upper right-hand side of your account, then click Leave feedback.

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