How to find relevant keywords
How to Find Keyword Research & Match Types
Finding the right keywords ensures your ads reach users who are actively searching for what you offer. It’s the foundation of any successful campaign.
Step 1: Understand Your Audience & Offer
Before diving into tools, clarify:
- What are you selling or promoting?
- Who is your ideal customer?
- What problems are they trying to solve?
Example: If you’re selling organic skincare, your audience might search for “natural face cream,” “paraben-free lotion,” or “best skincare for sensitive skin.”
Step 2: Brainstorm Initial Keyword Ideas
Start with a list of terms your customers might use. Include:
- Product/service names
- Features or benefits
- Problems your offer solves
- Brand-specific terms (yours or competitors’)
Example:
organic face cream
natural moisturizer
vegan skincare
paraben-free lotion
eczema cream
Step 3: Use Keyword Research Tools
Now expand your list using tools. These show real search queries, search volumes, competition, and related terms.
Google Keyword Planner (Free)
- Go to Google Ads → Tools & Settings → Keyword Planner
- Choose Discover new keywords
- Enter your brainstormed terms or website URL
- Review keyword ideas, volume, competition, and CPC estimates
Other Free Tools:
- Ubersuggest
- AnswerThePublic
- [Google Search Suggestions** (type keywords and see auto-complete)
- Google Trends
Tip: Focus on keywords with high relevance, decent volume, and medium/low competition for best ROI.
Step 4: Analyze Competitors’ Keywords
Use competitor research tools:
- SpyFu, SEMrush, Ahrefs, or SimilarWeb
- Enter a competitor’s URL
- View the keywords they rank for or bid on in paid search
- Look for gaps or opportunities they missed
Step 5: Group Keywords by Intent
Organize your list based on user intent to align with campaigns and ad groups.
Intent Categories:
- Informational (e.g., “how to treat dry skin”)
- Navigational (e.g., “Neutrogena face cream”)
- Transactional (e.g., “buy natural face cream”)
Focus on commercial & transactional intent keywords for PPC.
Step 6: Filter and Finalize Keyword List
Keep only keywords that are:
- Highly relevant to your offer
- Have reasonable search volume
- Match the user’s buying intent
- Not too broad or generic (to avoid wasted spend)
Step 7: Add Negative Keywords
To avoid irrelevant clicks, brainstorm what you don’t want your ad to show for.
Examples:
- “DIY skincare” (if you sell products, not recipes)
- “free samples” (if you don’t offer them)
- “jobs” (if you don’t offer employment)
Add these as negative keywords in Google Ads to save money and boost CTR.
Bonus Tip:
Use Search Terms Report in Google Ads (once your campaign is running) to see actual user queries that triggered your ads — and refine from there.
Keyword tools (Google Keyword Planner, Ubersuggest)
1. Google Keyword Planner (Free – Inside Google Ads)
Purpose:
Find new keyword ideas, view search volume, and get cost estimates for your Google Ads campaigns.
How to Use:
- Go to Google Ads
- Click Tools & Settings → Keyword Planner
Choose:
- “Discover new keywords” – enter keywords or your website to get ideas
- “Get search volume and forecasts” – see metrics for a specific list
Analyze:
- Avg. monthly searches
- Competition level
- Top of page bid (low & high)
Pros:
- Direct from Google – very accurate
- Great for PPC (shows CPC)
- Organizes keywords into relevant groups
Cons:
- Requires Google Ads account
- Data ranges can be vague if you don’t run active ads
Best For:
Google Ads keyword planning, cost estimation, and ad group structuring
2. Ubersuggest by Neil Patel (Free + Paid Options)
Purpose:
- Find keywords, analyze competitors, get content ideas, and perform basic SEO audits.
How to Use:
- Go to Ubersuggest
- Enter a keyword or domain name
View:
- Keyword suggestions
- Search volume
- SEO difficulty (SD) and Paid difficulty (PD)
- CPC (Cost per Click)
- Click any keyword to see trends, related phrases, and content suggestions
Pros:
- Super easy UI for beginners
- Includes related keywords, questions, comparisons
- Good for both SEO and PPC
- Tracks competitors and backlinks (on paid plans)
Cons:
- Limited daily searches on free version
- CPC/volume may not be as precise as Google’s data
Best For:
Exploring keyword ideas, content strategy, and quick PPC keyword discovery
Summary:
Tool | Best Use Case | Strength | Weakness |
---|---|---|---|
Google Keyword Planner | Google Ads PPC campaigns | CPC accuracy, grouping by theme | Requires Google Ads account |
Ubersuggest | Quick keyword + SEO analysis | User-friendly, related suggestions | Limited free access |
Would you like help comparing more tools like Ahrefs, SEMrush, or KeywordTool.io? Or want a side-by-side recommendation based on your business niche?
Match types: Broad, Phrase, Exact, Negative
Each match type determines how closely a user’s search query must match your keyword to trigger your ad.
1. Broad Match (Default)
- Format: Just type the keyword (e.g., face cream)
- How it works: Shows your ad for searches that include related words, synonyms, misspellings, or relevant variations
Example:
- Keyword: face cream
- Your ad may show for: “skincare lotion”, “best moisturizer”, “natural face products”
Pros:
- Reaches a wide audience
- Good for discovering new search terms
Cons:
- Can trigger irrelevant traffic
- Needs negative keywords to control spend
2. Phrase Match
- Format: Use quotation marks (e.g., “face cream”)
- How it works: Shows your ad when the search includes the exact phrase (in the same order), possibly with words before or after
Example:
- Keyword: “face cream”
- Your ad may show for: “best face cream for dry skin”, “cheap face cream”
- Won’t show for: “cream for face acne” (phrase order changed)
Pros:
- More control than broad match
- Still reaches relevant long-tail queries
Cons:
- Less reach than broad match
3. Exact Match
- Format: Use square brackets (e.g., [face cream])
- How it works: Triggers your ad only when the search has the exact keyword or close variant
Example:
- Keyword: [face cream]
- Your ad may show for: “face cream”, “face creams”, “facecream”
- Won’t show for: “best face cream”, “cream for face”
Pros:
- Most precise targeting
- High relevance and CTR
Cons:
- Lowest reach
- You may miss variations unless added separately
4. Negative Match
- Format: Add minus sign (e.g., -free, -DIY)
- How it works: Prevents your ad from showing if the query contains that word or phrase
Example:
- Keyword: face cream, Negative keyword: -free
- Your ad won’t show for: “free face cream”, “face cream samples free”
Pros:
- Eliminates wasted ad spend
- Increases quality of traffic
Cons:
Needs regular updates based on real search term reports
Pro Tip:
- Use a mix of match types to test performance:
- Broad match for discovery
- Phrase match for control
- Exact match for high-intent terms
- Negative match to clean up traffic
Learn more PPC course: