Keyword Research in relation to Google Ads

Keyword research is a critical tool when creating a Google Ads campaign and something we use when implementing this strategy for any of our Total Digital Marketing clients. It not only gives you ideas for keywords that may be relevant to your organisation or a specific product, it actually allows you budget your campaign effectively, understand how much you need to be spending, the kind of impressions you can expect from specific keywords and saves time.

Accessing the Keyword Planner

In order to use the keyword planner, you must have a Google Ads account already set up. Once you have logged in you can start your keyword research by navigating to Tools and Settings > Planning > Keyword Planner.

Return on investment

When selecting keywords for a campaign you should be considering the individual return on investment. Are the keywords relevant? Will the user find what they were searching for when they arrive at the website? Is the keyword relevant enough to the ad itself to encourage clicks?

Top of Page Bid

The keyword planner features two columns, “Top of page bid (low range)” and “Top of range bid” (high range). These categories let you know around how much you’re going to be paying per click for each specific keyword. It’s important to bear this in mind when creating a Google Ads campaign in order to reduce the overall cost per click for your campaign and get more clicks for your money.

 Saving time 

Undergoing thorough keyword research before a campaign is going to save you a lot of time tweaking and amending your Ad sets in the long run. Although you made need to review and modify a few chosen phrases, it helps to give you a huge insight into what’s likely work with regards to relevance, budget and location.

Negative Keywords

Negative keywords allow you to exclude search phrases from your campaign that are less relevant and therefore likely to waste budget. For example, if a term is similar to one of your chosen keywords but is likely to attract users looking for a completely different product, then those people probably aren’t going to convert on your site. Negative keywords really help to focus a campaign and ensure that you’re not paying for the wrong traffic. You can select these by analysing your search queries within Google Analytics.


The competition column doesn’t relate to organic results, it lets you know the saturation status of a particular keyword depending on how often this is featured across Google Ads. The options are either ‘High, Medium or Low’. It isn’t always the case, but as a general rule keyword with high competition requires the advertiser to bid higher in order to gain the position. Therefore the keyword CPC is often higher as well.

Keyword quality score

Something else to consider is the quality score of a keyword phrase. Google will penalise you for featuring a keyword that it deems poor quality or irrelevant to the product or service being offered. A way to combat this is by ensuring that your keywords are relevant to the content featured on your landing page, including these phrases within the content and even featuring them directly in the Ad itself.

Click here for more information on how we can help to manage your Google Ads and other PPC campaigns.