How To Use Google Keyword Planner To Nail Keyword Research In 2020




There are millions of searches on Google every day, and it's becoming challenging to find the right keywords that will yield the best results. So, what do you need to do? Learn how to use Google Keyword Planner.

To give you an idea of how crowded Google is in 2020, here's a chart from Statista:

How to use google keyword planner - Search Stats 2020

Google processed 11.91 billion search queries as of January this year. This makes Google a go-to place for all digital advertisers today. But like I said, finding the perfect keyword is tough.

If you want to rank high for a specific search term, you need to spend a lot of effort in keyword research.

What Is Keyword Research?

Keyword Research is an SEO practice of discovering all of the possible search queries that are relevant to a business and its customers. It includes sorting and prioritizing keywords into sensible, related groups. SEO experts can use them to determine what needs to change in their existing site pages or when they need to create new content.

Proper keyword research tricks will let you uncover the following:

  • terms
  • phrases
  • questions
  • answers 

All of which are super relevant to users and vital in achieving your goals, like views, leads, or sales. Keyword research sets you up for building effective SEO strategies for improving your content to acquire higher search rankings. It can also help to rank you in a broader variety of key terms to ultimately generate more relevant organic traffic to your site.

Google makes keyword research easy for advertisers with its keyword planner.

Google Keyword Planner: What It Is And How To Set It Up

How to use google keyword planner - Definition

Google Keyword Planner is a free tool within the Google Ads system. It allows you to do comprehensive keyword research for your Google Ads campaigns or other SEO purposes.

You can use the Google Keyword Planner to do the following:

  • Discover the search terms that web users type into Google.
  • Find search volume for your target keywords.
  • Create Google Ads campaigns with forecast data too.

While this tool can provide excellent keyword ideas and traffic forecasts, campaign performance still depends on factors like your bid, budget, product, and customer behavior in your industry.

All these factors can influence the success of your Google Ads campaigns.

Follow these steps to set up Google Keyword Planner:

How to use google keyword planner - Tools And Settings Button
  • Step 4: Select the "Keyword Planner" link under the "Planning" portion.
How to use google keyword planner - Keyword Planner Option
  • Step 5: To start using Google Keyword Planner, click the "Discover new keywords" option.
Discover New Keywords Option
  • Step 6: You can select either "Start With Keywords" or "Start With a Website" to discover new keywords.
Discover New Keywords Selections
  • Step 7: Create an ad campaign to see all of the available data, including all the keywords you want to target and search volume.


We'll show you how to create a simple, effective marketing plan in minutes!

This is the exact same marketing plan we use for our business  and our clients.

It's simple and easy to use. Isn't it time you started seeing consistent, repetable results with your marketing? It all starts with the RIGHT plan...

How To Use Google Keyword Planner

I listed nine different effective strategies that can help you maximize the Google Keyword Planner. Even if the tool's interface changes, the best practices I listed below will help you discover profitable keywords.


Enter Competitor URLs

Enter five to ten different competitor URLs separately and pull unique keywords that you never considered using.

You will discover many keywords your competitors are ranking for.


Concentrate On Long-tail Keywords

There's a lot of long-tail keywords that you can rank for.

A long-tail keyword is a specific type of keyword that usually consists of more words. Fewer advertisers use these keywords, which makes them a perfect target.

To differentiate a regular keyword from a long tail keyword, here's a sample:

  • Regular Keyword - "Chinese restaurant"
  • Long-tail Keyword - "affordable and kid friendly chinese restaurant in New York"

Never exclude long-tail keywords that get a small number of monthly searches. That's because you can quickly rank for them and drive more traffic to your site or specific landing page.


Recommended Bid Range Has Significant Value

Keywords with “Top of page bid (low range)” or “Top of page bid (high range)” shows the value that Google advertisers see in them.

These columns show the higher range or lower range of what advertisers have historically paid for a keyword's top of page bid, based on their location and Search Network settings. The average cost-per-click or CPC of your keywords may vary.

Here's an example scenario:

If you target a keyword like “content marketing agency”, you will likely have a CPC above $10 for your Google Ads campaign. If you ranked for that keyword, it would be precious because you will bring in more qualified leads to your business.


Link Your Google Search Console Account

Link your Google Search Console account with Google Ads to see how your ads and organic search listings perform (both alone and together) by importing organic search results from the tool. It can help analyze your high-ranking and underperforming keywords.


Google Analytics Keywords

Google Analytics can give you meaningful keywords data, particularly organic keywords, because the vast majority of your keywords are reported as “not provided.”

However, there are some tools such as Keyword Hero, which can turn your “not provided” back into useful data.

Linking your Google Analytics with Google Ads will also activate useful features like landing page testing, personalization, and reporting.


Take Advantage Of Forecasts And Metrics

Google Keyword Planner will give you access to historical metrics and forecasts for the keywords you like to target. It can provide you some bid ideas, right target keywords, wrong keywords, and more, even if it will not be an exact fit for your ad campaign.


Filter And Sort The Results

Filter and Sort Results

Before filtering and sorting the results, carefully choose the following criteria:

  • Locations
  • Language
  • Search Networks (just Google)
  • Date Range (12 months is excellent)
  • Average Monthly Searches
  • Competition
  • Ad Impression Share
  • Organic Impression Share
  • Organic Average Position

Analyze The Keyword Ideas Section

Keyword Ideas Section

After filtering and sorting the keywords that are ideal for your business, analyze the following: 

  • Keyword By Relevance
  • Average Monthly Searches (mainly Seasonal keywords)
  • Competition
  • Top Of Page Bid to size keyword's monetization potential

Choose A Keyword

If you have survived steps 1 to 7 of this list, then you are almost done. All you need to do is to choose the right keywords. It's the most challenging part of the whole keyword research process, making it more art than science.

Keep in mind the three main criteria for choosing keywords:


  • Search volume
  • Commercial intent
  • Organic SEO competition

Don't hesitate to check out any of the following keyword research tools if you'd like to dig even deeper with your keyword research:

And that's how to use Google Keyword Planner to nail keyword research in 2020!

I put together a list of helpful online resources to help you with Google Keyword Planner. Also, TALK TO US TODAY if you want to know tips and tricks on how to use this tool.

Recommended Google Keyword Planner Resources

How to Use Google Keyword Planner (Actionable Guide)

How to Use Google Keyword Planner Tool For SEO

Google Keyword Tool: Try Our Free, Open Keyword Tools

So what do you think about this article? Are you ready to become an expert in keyword research?

Leave a comment below and let's chat.

It will be a great honor if you think this article is worth the SHARE.

Are you looking for more online advertising help? Check out our Ultimate Guide to Online Advertising for Small Businesses.


We'll show you how to create a simple, effective marketing plan in minutes!

This is the exact same marketing plan we use for our business  and our clients.

It's simple and easy to use. Isn't it time you started seeing consistent, repetable results with your marketing? It all starts with the RIGHT plan...

Header image courtesy of JumpStory.

About the author, Tim Fitzpatrick

Tired of marketing that doesn't deliver? Ready to create lasting marketing success?

The world of marketing is vast and constantly evolving. It's easy to fall prey to information overload and feel lost in the marketing maze. In this ever-evolving landscape, expert guidance is critical to navigate successfully.

We understand - marketing your business can be more than just challenging; it can be downright disheartening. But it doesn't have to be. Marketing shouldn't be difficult.

Limited returns on your marketing efforts? Unsure about your next move? Or perhaps you're doing all the "marketing stuff," but it's not working.

This is where our expertise comes into play.

We provide marketing consulting, advisory, and outsourced or part-time marketing executive services. We help MSPs & B2B professional service firms build and manage their marketing engine to get where they want to go faster.

Ready to remove your revenue roadblocks and simplify marketing? It's about time you feel confident in your marketing strategy. Let us help.