Keyword Research in Google Ads
Before running any successful Google Ads campaign, you need to choose the right keywords. Keywords are the words or phrases people type into Google when they’re looking for something.
Your goal is to show your ad when someone types a keyword related to your business—but not just any keyword. You want keywords with strong intent and high relevance.
Let’s learn how to find those keywords and understand the different match types you can use in your campaigns.
Importance of Keyword Intent
Not all keywords are the same. Some people are just looking for information, while others are ready to buy.
This is where keyword intent comes in. It tells us what the person really wants when they search for something.
3 Main Types of Keyword Intent:
| Type | What the user wants | Example Keyword | Best For |
|---|---|---|---|
| Informational | Looking for info or research | “how to tie a tie” | Blog content, tutorials |
| Navigational | Looking for a specific site | “Facebook login” | Brand awareness |
| Transactional | Ready to buy or take action | “buy iPhone 14 online” | Google Ads & conversions |
In SEM, focus more on transactional keywords—because these bring the most clicks and sales.
Tools for Keyword Research
Finding the right keywords is easier when you use professional tools. These tools help you see what people are searching for, how competitive a keyword is, and how much it may cost per click (CPC).
1. Google Keyword Planner (Free)
- Comes with your Google Ads account
- Shows keyword suggestions, average monthly searches, competition level, and CPC
- Great for beginners
Example: Searching “laptop” may show ideas like:
- “best laptop for students”
- “buy laptop online”
- “laptop under 40000”
2. SEMrush (Paid with Free Trial)
- Advanced tool for keyword research, competitor analysis, and keyword gaps
- Great for finding what your competitors are ranking or bidding for
3. Ahrefs (Paid)
- Excellent for SEO + SEM combined
- Shows keyword difficulty, volume, and related search terms
- Useful for discovering long-tail keywords (more specific phrases)
4. Ubersuggest (Free + Paid)
- Easy-to-use keyword tool for beginners
- Gives suggestions, content ideas, and estimated traffic
Keyword Match Types in Google Ads
When you add keywords to a campaign, you also choose their match type. This controls how closely the user’s search needs to match your keyword for your ad to show.
Here are the 4 main match types in Google Ads:
1. Broad Match
Your ad appears for related searches, even if the exact words aren’t used.
- Keyword: women’s shoes
- Your ad may show for: ladies sneakers, buy shoes online
Pros: Wide reach
Cons: May bring unrelated traffic
2. Phrase Match (” “)
Your ad appears when someone searches for your phrase in the same order, with words before or after.
- Keyword: “buy shoes”
- Your ad may show for: buy shoes online, where to buy shoes
Pros: More control
Cons: Still slightly broad
3. Exact Match ([ ])
Your ad only appears when the exact term (or close variation) is searched.
- Keyword: [buy shoes online]
- Your ad may show for: buy shoes online, buy shoes on the internet
Pros: Highly targeted, best for conversions
Cons: Smaller reach
4. Negative Match (-)
Stops your ad from showing for specific words or phrases you don’t want.
- Keyword: -free
- Effect: If someone searches free shoes, your ad won’t show
Use Case: Avoid wasting money on irrelevant or freebie-related traffic
Quick Recap Table:
| Match Type | Symbol | Example Keyword | What it Matches |
|---|---|---|---|
| Broad Match | None | women’s shoes | buy ladies sneakers, stylish shoes |
| Phrase Match | ” “ | “buy shoes” | buy shoes online, how to buy shoes |
| Exact Match | [ ] | [buy shoes online] | buy shoes online (exact) |
| Negative Match | – | -free | Filters out searches like free shoes |
Summary
- Focus on transactional keywords that show buying intent.
- Use tools like Google Keyword Planner, SEMrush, or Ahrefs to find high-performing keywords.
- Choose the right match types to control how your ads are triggered.
- Always include negative keywords to avoid wasting your budget on irrelevant searches.
Real Life Example:
Imagine you own a small bakery in your neighbourhood. You just launched a new website but no one knows about it yet. You want customers who are searching online for “fresh cakes near me” to find your bakery quickly. If you choose broad keywords like “cakes” with broad match, your ad might show for unrelated searches like “cake recipes” or “free cake decorating ideas,” wasting your budget. Instead, you use phrase match “fresh cakes near me” and exact match [buy fresh cakes near me] to target people ready to buy locally. You also add negative keywords like -free and -recipe to avoid irrelevant clicks. Within hours, your ad appears right when hungry customers search for fresh cakes nearby, driving relevant traffic to your site and increasing orders fast. This careful keyword research and match type selection helps you get the most value from your Google Ads budget and grow your bakery business effectively.
