Google Ads Keyword Planner is a free tool provided by Google that helps advertisers research and discover the best keywords to use in their campaigns. It gives valuable insights such as search volume, competition level, average cost-per-click (CPC), and keyword trends. Whether you’re creating a new campaign or optimizing an existing one, the Keyword Planner helps ensure you’re targeting the right audience with the most relevant search terms.
Step-by-Step Guide to Using Google Ads Keyword Planner
1. Sign In to Your Google Ads Account
Go to https://ads.google.com and sign in with your Google account. If you don’t have a Google Ads account yet, you’ll need to create one.
2. Access the Keyword Planner Tool
Once inside your Google Ads dashboard, click on the Tools and Settings icon (the wrench in the top right).
Under the Planning section, click on Keyword Planner.
You’ll see two main options:
Discover New Keywords – Use this to find new keyword ideas
Get Search Volume and Forecasts – Use this to see historical data and projections for keywords you already have
3. Choose “Discover New Keywords”
This option is ideal for exploring new keyword opportunities. You can:
Enter one or more products, services, or keywords related to your business (e.g., “leather jackets,” “pizza delivery,” or “online grocery store”)
Enter your website or a competitor’s website to find keyword ideas based on site content
Choose the targeting location (e.g., India, Mumbai), language (e.g., English), and Google domain (e.g., Google.com, Google.in)
Click “Get Results”
4. Analyze the Keyword Suggestions
Keyword Planner will now display a list of keyword ideas along with:
Average Monthly Searches – The number of times people search for that keyword
Competition Level – Low, Medium, or High, indicating how many advertisers are bidding for it
Top of Page Bid (Low/High Range) – Estimated cost per click to show up at the top of Google search results
Keyword Trends – See how search volume changes month to month
Sort, filter, and refine the keywords based on volume, CPC, or competition to shortlist the best terms for your campaign
5. Use Filters to Refine Your Results
Click on “Add Filter” to filter results based on:
Competition
Average monthly searches
Top of page bid
Keyword text (to include or exclude specific terms)
You can also add negative keywords to exclude irrelevant terms
6. Add Keywords to Your Plan
Once you find useful keywords, you can click the checkboxes next to them and select “Add to Plan.” This allows you to create keyword lists for future campaigns.
You can also assign them to specific ad groups within a campaign for better organization.
7. View Forecasts
Click on the “Forecast” tab to see how your selected keywords might perform based on your budget.
Forecast data includes:
Estimated clicks and impressions
Estimated cost
CTR (Click-Through Rate)
Average CPC
This helps you plan your campaign budget and bidding strategy before launching.
8. Download or Export Your Keyword List
You can download your keyword ideas, forecasts, and plan as a CSV file or Google Sheets for sharing with your team or importing directly into your Google Ads account.
Example – How Zara Can Use Keyword Planner
Zara is planning a campaign for its new spring fashion collection. Using Keyword Planner, they enter terms like “spring dresses,” “Zara floral skirts,” and “women’s casual wear.”
They discover high-volume keywords like:
“summer dresses for women” – 18,000 avg. monthly searches
“Zara maxi dresses” – 9,000 avg. monthly searches
“ladies cotton tops” – 12,000 avg. monthly searches
Zara’s marketing team shortlists these keywords, reviews the competition and CPC, and then creates ad groups around each product type.
Example – How Zomato Can Use Keyword Planner
Zomato wants to promote its late-night food delivery service. They enter keywords like “order food online,” “midnight snacks delivery,” and “pizza delivery near me.”
They discover trending keywords such as:
“late night food delivery” – 22,000 monthly searches
“Zomato discount code” – 14,000 monthly searches
“food delivery apps” – 35,000 monthly searches
Zomato creates ad groups targeting these keywords with different ad copies and offers to increase app installs and food orders.
Benefits of Using Keyword Planner
Helps discover high-performing keywords with real data
Identifies keywords based on geographic or language targeting
Estimates CPC, helping you set the right budget
Provides competitive insights for better bidding decisions
Great for SEO and content strategy beyond just ads
Conclusion
Google Ads Keyword Planner is a must-use tool for anyone running Google Ads. It gives you a clear understanding of what your audience is searching for and how to reach them with the right keywords. Brands like Zara and Zomato use it to make data-driven decisions in their advertising strategies, ensuring they spend their budget on keywords that truly bring results. Whether you’re launching a new campaign or optimizing an existing one, Keyword Planner is your roadmap to keyword success.
