How to find relevant keywords
How to Find Relevant Keywords for PPC
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: