How To Do Keyword Research Using Keyword Planner

There is no substitute for good keyword research.

Good keyword research will:

  • Reduce the amount of money wasted on useless keywords
  • Reduce the time wasted managing the account
  • Most importantly – Improve your ROI

What you should be looking for:

  • Buying keywords


What you want to avoid:

  • Informational keywords
  • High cost per click on low margin items
  • High search volumes

With the following steps you can complete your keyword research quickly and thoroughly, but there are 2 things you must know:

  • Know when to stop – keyword research can continue forever –
    • You want keywords with commercial intent, not window shoppers, so stop when you get to how, why, where etc. (
  • It is essential to capture the main variations that people use when searching for your product – it is not necessary to cover every keyword that someone may use, ever.
  1. Open and prepare an Excel spreadsheet
  2. Start with your website product and service pages (category and sub category pages if you have an ecommerce store and/or alot of offerings) and work backwards
  3. Brain dump – everything that you think may be relevant to each product or service page and list in the spreadsheet
    1. Synonyms – course, training, preparation, class,
    2. Singulars and plurals
    3. Industry terms
  4. Google some of these words and see what google suggests
  5. Sign up for Google Adwords and open the keyword planner
  6. Do the following with your keyword list from each landing page
    1. Dump your keywords
    2. Get your settings right (and go to keyword ideas tab)
      1. Locations
      2. Negatives
      3. Find out what other keywords it recommends
    3. Enter your landing pages
    4. Enter your competitors site

At the end of the day


3. Bring out your tools



4. Keep note of any keywords that you want to avoid

Research and Tools

Keyword Planner

Search for New Keyword Ideas – > Enter Landing Page

  • Put the Wikipedia page
  • Your website
  • Competitors Pages
  • Related Online Directories
  • Related Blogs



  • Organic Search Keyword Report

Web Master Tools

  • Landing Pages Report
  • Search Impressions

SEM Rush

  1. Log into SEM rush and enter your clients domain
  2.  Go to the paid traffic section and download the keyword report for the past years data
  3. Repeat steps 1 and 2 for the competition
  4. In excel, compare the two lists to identify any keywords that are present in your competitors campaign and not in your clients – you can use a couple of different methods but I found the formula listed here useful



Joins keywords together and ads match types



Keyword Groups


  • Buyer Intent
    • Buy
    • Online
    • Cheap
  • Research
    • Best







Geographic Area