Keyword research is the process of identifying the words and phrases that people use when searching for products, services, or information online. In the context of Google Ads (formerly Google AdWords), keyword research is crucial for building effective Pay-Per-Click (PPC) campaigns. It helps advertisers connect with users actively searching for what they offer.
Google Ads uses keywords to match ads with relevant search queries. If you choose the right keywords, your ads are more likely to appear in front of the right audience, resulting in higher click-through rates (CTR), better conversion rates, and efficient ad spend.
Whether you're a small business owner, marketer, or freelancer, strong keyword research can:
Improve Ad Relevance
Well-chosen keywords ensure your ads appear to users who are ready to engage.
Control Costs
Identifying high-intent, low-competition keywords allows you to reduce cost-per-click (CPC).
Increase ROI
By focusing on the right search intent, you're more likely to drive valuable conversions.
Enhance Quality Score
Google rewards relevant ads with a higher Quality Score, which lowers CPC and boosts ad ranking.
Identify Opportunities
Research helps uncover niche keywords and untapped segments that your competitors may miss.
Several updates in keyword strategy and Google Ads behavior have influenced PPC planning:
| Update | Impact |
|---|---|
| Broad Match Enhancements (2023) | Google’s machine learning now interprets user intent more flexibly. |
| AI-driven Smart Bidding | Keyword-level bidding strategies have shifted to automated value tracking. |
| Shift from Exact Match Dependence | Phrase and broad match now capture more variations and intent. |
| Search Term Visibility Changes | Fewer low-volume search terms are now visible in the report dashboard. |
In 2024, PPC experts are focusing more on search intent categories (informational, navigational, transactional) rather than exact keyword matches alone.
When running Google Ads, there are several compliance and policy rules around keyword usage:
No Trademark Violations
Avoid using brand names you don’t own unless allowed by policy or the trademark owner.
No Misleading or Sensational Keywords
Google bans clickbait, fear-mongering, or unproven claims in ads and keywords.
Sensitive Content Restrictions
Keywords related to health, finance, gambling, or legal services are subject to strict review.
Privacy Compliance
Ensure landing pages linked to your keywords and ads comply with GDPR or CCPA if applicable.
To do keyword research effectively, consider these tools:
| Tool | Purpose | Features |
|---|---|---|
| Google Keyword Planner | Official tool for Ads users | CPC data, keyword suggestions, competition levels |
| Ubersuggest | Beginner-friendly keyword explorer | SEO + PPC metrics, long-tail suggestions |
| SEMrush / Ahrefs | Advanced SEO + PPC research | Competitor keyword tracking, SERP analysis |
| SpyFu | PPC-focused competitive analysis | Shows what keywords competitors are bidding on |
| Keywords Everywhere | Browser extension for quick keyword insights | Shows CPC, volume, and competition on Google SERPs |
You can also use Google Trends to see keyword seasonality or rising queries in real time.
When building your PPC campaign, use a mix of keyword types:
Short-tail Keywords (e.g., “running shoes”) – High volume, high competition
Long-tail Keywords (e.g., “best waterproof running shoes for women”) – Lower volume, more intent-driven
Branded Keywords (e.g., “Nike running shoes”) – Often lower CPC with high CTR if it’s your brand
Competitor Keywords (e.g., “Adidas alternative running shoes”) – Tricky to use; must avoid trademark issues
Negative Keywords – Keywords you don’t want to trigger your ads (e.g., “free,” “job,” “review”)
Think Like Your Customer
Use common sense along with data. What would someone type in Google to find your product?
Group by Intent
Create ad groups by search intent: informational (e.g., “how to”), transactional (e.g., “buy now”), or navigational (e.g., “contact [brand]”).
Use Keyword Match Types Strategically
Broad Match: Reaches wide audiences but may be less precise
Phrase Match: Keeps words in order, more targeted
Exact Match: Most control, best for highly specific terms
Monitor and Refine
Regularly review the “Search Terms” report to find new opportunities and add negatives.
Prioritize High-ROI Terms
Start with a few focused keywords that bring conversions, then expand your list.
Q1: What is the difference between keyword match types?
A: Match types determine how closely a user’s search must match your keyword. Broad match is flexible, phrase match keeps word order, and exact match is most precise.
Q2: How many keywords should I use in a campaign?
A: Start with 10–20 well-targeted keywords per ad group. Too many can dilute ad relevance.
Q3: How can I tell if a keyword is too competitive?
A: Use tools like Google Keyword Planner or SEMrush. High CPC and high competition labels often signal expensive, saturated terms.
Q4: What is a negative keyword?
A: It’s a keyword that prevents your ad from showing when that term is searched. It helps avoid irrelevant clicks (e.g., adding “free” if you don’t offer free products).
Q5: Do long-tail keywords really work?
A: Yes. Long-tail keywords often convert better because they match specific intent. They're also less competitive, making them cost-effective.
Keyword research isn’t a one-time task—it’s an ongoing strategy that can make or break your PPC campaigns. By understanding search intent, using the right tools, and aligning keywords with customer needs, you can dramatically improve your Google Ads performance.
Whether you’re a beginner or revising existing campaigns, mastering keyword research is the foundation for long-term PPC success.