How to choose the right keywords for your ads on Google

Keyword research is essential to ensure your ads are targeted to the right people. However, choosing the right keywords for your ads can be a challenge.

How do you know which keywords are the most effective for your product or service? And how do you choose between them?

What is a keyword?

When we talk about keywords, we’re talking about the words people search for when finding a product or service online.
The most important thing to remember is that keywords are often made up of long, descriptive phrases so they can describe your business and products as precisely as possible. There are two primary forms of keywords:

Broad Keywords:

Broad keywords are usually long phrases describing your products or services. Broad keywords are popular as they have the potential to attract a large audience, but they also tend to be less specific, so they’re not as useful for targeting ads and landing pages. However, they can still be used for some PPC campaigns.

Long-Tail Keywords

Long-tail keywords are more specific than broad keywords. Therefore, they tend to be more targeted and helpful when used in your landing pages, ad groups, and keywords. They’re also more expensive to place an ad for, but this can pay off if you choose the right ones. Summing up the long-tail keyword benefits, you have higher click-through rates, more conversions, less competition, and more people searching for your products or services.


The most important thing to consider when choosing keywords is relevancy.
Provided that you have a clear idea of the products and services you offer, your ideal customers, your competition, and their marketing, you can use keyword research tools to identify the most relevant and competitive keywords. 

For example, to improve relevancy for a local business, you may want to use a combination of broad keywords, local keywords, and long-tail keywords, depending on the location of your business. These can range from city or state-level keywords to industry-specific terms that target potential customers in a particular geographical area.


The lower the competition, the higher the chances of attracting paid traffic to your website from your ideal customers in a specific budget.

Competition isn’t always as high as you may think. For example, if you sell a popular product or service, such as a car or a mattress, you may find that your competitors have chosen several generic keywords such as “car” or “mattress.” This means that although your competitors may be spending a lot on advertising, their keyword research has failed them because they’re not targeting relevant and competitive keywords.

In this scenario, your customers are most likely searching for a more specific term, such as “cheap car” or “Memory Foam,” so it makes sense to focus on these keywords.

Therefore, before you start your keyword research, you should review your competitors’ keywords and work out how to differentiate yourself from them. When choosing between different keywords, take both relevance and competition into consideration. This is because the higher the number of clicks from relevant keywords, the more likely your ad will convert. However, the higher the competition, the harder it will be to attract these clicks. Therefore, you should choose keywords with moderate relevance but low competition. 

By using this method, you can get your ad in front of your ideal customers, who are searching for a product or service you offer, and still make sure they reach the right audience for your business. 

Google Keyword Planner

Google Keyword Planner is the most famous tool used by advertisers when performing keyword research. It’s designed to allow marketers to search for keywords in the Google ads platform and provide them with suggested bids and keywords that can be used for their campaigns.

In addition, this tool also includes a “Keyword Ideas” section, which can be helpful when planning paid campaigns as it allows you to find phrases that may not have been considered for a drive but are still relevant to your brand or product.

And then lastly, there’s the “long-tail” section which allows users to search for phrases that have higher chances of converting. This tool is beneficial when it comes to choosing keywords for both PPC and SEO. 

So why should you use Google Keyword Planner?

Google Keyword Planner is the simplest way to find and research keywords in the Adwords platform. It helps us find new keywords with low competition and high potential ROI (return on investment). It also gives us suggestions on how much it will cost to place ads for each keyword, which can help us spend our budgets more effectively. 

As you know by now, finding the perfect keywords is an essential part of starting a successful paid advertising campaign, but choosing the right keywords isn’t as easy as it sounds. First, we need to be clear about what keywords mean to our business, what they are used for and why they are relevant to us.

The latest survey shows that 70% of respondents use Google Keyword Planner to research keywords and find relevant terms for their campaigns, which is a good sign that many people are starting to use this tool. 

In conclusion, Google Keyword Planner has helped many new advertisers in the digital area to find new keywords and start on the right foot. So if you’re new to paid advertising, you can use it to help you in your journey and it’s free, so there’s no reason not to use it.