In this blog post, I break down the fastest way to find the BEST keywords using Google Keyword Planner. We’ll cover everything from avoiding common traps in the tool to predicting future conversions.
I’ll also explain why you should ignore the CPC and competition columns (yes, really), and what you should focus on instead.
How to Access Google Keyword Planner
First, we need to locate the Keyword Planner tool in your Google Ads account. To do this, click on Tools in the left side bar, then under the Planning section, select Keyword Planner.
Once you’re inside, click Discover New Keywords. You’ll notice an option to have Google scan your website and provide keyword suggestions. However, this feature often misses valuable keywords, so I don’t recommend using it.
Seed Keywords: Your Starting Point
Instead, you’ll want to start by manually entering seed keywords. These are broad terms related to your product or service. Start by thinking, What would I type into Google if I were looking for my product?
For example, if you’re advertising a store that sells trophies and plaques, your seed keywords might be trophies and plaques. Make sure your language and location settings are accurate, then click to get results.
Expanding and Filtering Your Keywords
Now that you have your initial keyword list, here’s where we can find additional ideas to add as seed keywords.
Check the top of your results for any additional keyword suggestions that seem useful. If you spot any good ones, click them to add to your seed keywords, then hit Get Results again.
Once you have your list, boost the number of visible keywords to 50 or 100 at a time (the default 10 is too limiting). You’ll also want to apply filters to remove irrelevant terms. For instance, you can filter out brand names or keywords with less than 100 monthly searches.
If you’re already running Google Ads campaigns, there’s an even more powerful filter. Use the “remove keywords already in your account” option to avoid redundancy.
CPC and Competition Columns: Why You Should Ignore Them
Here’s where most advertisers go wrong—they rely too much on the CPC (cost per click) and competition columns. These metrics are misleading and don’t tell the full story.
Instead of focusing on CPC, consider the real question: How does my business compare to my competitors? Ask yourself:
Can I achieve a similar or better conversion rate than them?
Is my customer value as high, or higher, than theirs?
If the answer to these questions is yes, you can confidently target those keywords, regardless of what the CPC or competition columns suggest.
A Quick Example: Memorial Plaques
Let’s take memorial plaques as an example. If you’re thinking of advertising on this keyword, first type it into Google and check out the websites that are currently advertising. Look at their pricing, product offerings, and website quality. If you feel your website can compete with theirs, then go ahead and target that keyword in your campaigns. Whatever the CPC is in the market, it is being set by these competitors. If they can afford to bid that CPC, and if your website is as good as theirs, then you can afford to bid that too.
Building Your Keyword Plan
Next, it’s time to go through the keyword list and start selecting the most relevant terms.
For any keyword that looks relevant and has a decent number of searches, tick the box to add it to your keyword plan. Keep scrolling down the list and repeat this for all keywords that could be a good fit.
If you come across a keyword you’d like to explore further, note it down. After you’ve processed the entire list, you can use that keyword as a new seed to generate even more ideas.
Forecasting Your Results
Once you’ve built your keyword list, you can use the forecast tool to get a rough idea of how your campaign might perform.
Set your bid strategy to Manual CPC (this gives you more control). If you already have some data, input your expected conversion rate and, if relevant, your average order value (AOV). If you don’t have these numbers yet, you can add them manually by clicking the Add Conversion Metrics button.
Google will then give you a forecast of how many conversions you could expect and how much you might spend per month on the keywords you’ve selected. You can also experiment with different bid levels to see how this impacts your forecast.
A Word of Caution
While the forecast tool is helpful, keep in mind that Google tends to be a bit optimistic with its projections. That said, it’s a useful tool to gauge whether you’ve collected enough keywords. For example, if your goal is to spend $10K per month on ads but the forecast shows you’ll only be able to spend $500, it’s time to go back and do more research to expand your keyword list.
What’s Next?
Once you’re satisfied with your forecast and keyword selection, download your keyword list as a CSV file. The next step is to organise your keywords into ad groups and campaigns in your spreadsheet software before uploading them to Google Ads.
Conclusion
Google Keyword Planner remains an essential tool for building successful Google Ads campaigns. Start by entering a few seed keywords, then expand and refine your list using filters. Ignore the CPC and competition columns—they’re often misleading. Instead, focus on your ability to compete with other advertisers based on conversion rates and customer value. Use the forecast tool to predict keyword performance, but remember to take the results with a grain of salt. Armed with these strategies, you’ll be well-equipped to make smarter keyword decisions and improve your advertising ROI.