Google Ads Keyword Research Tutorial for 2022

Key Takeaways

what's up everyone welcome to the surfside ppc youtube channel today i'm going to be going over google ads keyword research and i'm going to give you a five-step process for finding keywords for your google ads campaign so to get started you're obviously going to need a google ads account so it's completely free to create an account you're only going to be charged when you actually start running advertisements so you want to start by creating a google ads account because that will give you access to the google keyword planner so the google keyword planner is the best tool because it is built for google ads customers to find keywords for their campaigns so one thing i want to show you just before i get into the entire video is i did recently do a keyword research tutorial for 2022. it's about 30 minutes long and it's going to show you how to create a huge list of keywords for your business so if you need a little bit more help with kind of coming up with more relevant keywords based on your products and services then this is the place i would start but what i'm going to do is i'm going to start really quick in the keyword planner just to show you a few things that you can do so when you are looking up new keywords the main thing you really need to know is what are you going to be advertising what is it that you want to actually sell to people when they do click on your advertisements so for this example i'm going to be using my website farmhousegoals.com and i'm specifically just going to be going over some different betting keywords so you can see here i have farmhouse bedding sets farmhouse throw blankets farmhouse duvet covers farmhouse quilts so if i'm promoting those things and i'm sending traffic to these different pages for example this would be the page i'm going to send traffic for farmhouse throw blankets people come here and as they scroll down there are a ton of different blankets for sale that have a farmhouse theme to them so what you would want to do is start in the google keyword planner and click on discover new keywords and what we can do here is just start with keywords and i can do farmhouse bedding farmhouse quilts we'll do farmhouse throw blankets so you basically want to enter the main keywords that you're trying to advertise here some of the things that you're trying to sell so that's what we're going to start with you can enter up to 10 keywords as you get started so we'll do a few more here so we'll do farmhouse duvet covers farmhouse sheets and farmhouse crib betting so these are the seven different places we're going to be sending traffic so i'm going to be doing the main keyword for each of those different pages so all we need to do now is click on get results and once we click on get results now you can adjust some different things up at the top here your location targeting your language targeting you can also adjust the months here to see search volume for different periods it's always going to show the last 12 months so with the main keywords we added they're going to show them at the very top here and then as we keep scrolling down it's going to have a bunch of different keyword ideas based on relevance now we can do is adjust this by average monthly searches if we scroll over here they'll actually show you the top of page bid the low range and the high range so basically how low advertisers are bidding and how high advertisers are bidding and then overall competition here as well now if you are running advertisements so you can see these are in my account i'll show you that in a little bit if you are running a campaign already then this will show up in your account the last thing i want to go over is average monthly searches here it might only show you ranges of data it might show 0 to 100 100 to 1000 1000 to 10 000. i wouldn't get too caught up on average monthly searches you're basically looking for any keywords that get any searches at all and that's where you want to start so let's just say for example i want to use these different keywords and i want to start with these different keywords to target for my campaign what you can do is click over here on a keyword and you can click multiple keywords at a time and you can click here to add this to a plan so you're creating a new keyword plan or an existing campaign so if i click on plan click on new ad group i can do something like farmhouse betting okay we're going to click on create that's going to create the new ad group for farmhouse betting you can choose your match type for keywords now for i generally target phrase match keywords i'm going to go over match types in a little bit but i generally choose phrase match and we can click on add keyword so what that's going to do is it's going to start creating a keyword plan so you can see over here keyword plan and what you can actually do is create a campaign directly through the google keyword planner so we're going to do one more example here if i click on farmhouse quilts one selected we're adding it to our plan we're going to create a new ad group for farmhouse quilts since we're going to be sending traffic to a different landing page for this ad group click on create so now we have two ad groups a phrase match keyword and we're going to click on add keyword here again let's click on x here we're going to come back out to the keyword planner now when you do have your google ads account you go to tools and settings go to planning and keyword planner also if you just google go to google.com and enter google keyword planner you can be brought right to this page for the keyword planner click on go to keyword planner and it's going to open up this page right here once you have a google ads account so let's come over to our five step process and get started so my five pre step process for google ads keyword research is first you want to understand google ads keyword matching i'm going to go through that right after i go through each of these different steps next you want to create a list of landing pages where you're going to be sending traffic to you want to list the main keyword for each landing page then you want to expand your keyword list for each page and last but not least create an additional keyword list as you are creating your campaign i'm going to show you why that's important so first google ads keyword matching so obviously step one understand google ads keyword matching and here is the example directly from the google ads help page so if someone goes to google and searches lawn mowing service if you use broad match keywords so there's three match types broad match phrase match and exact match if you use broad match keywords you just enter your keyword without any quotes any brackets you're just entering the keyword just like this if you're using phrase match you're going to put quotes around your entire keyword and if you're using exact match you're going to put brackets around your entire keyword so if you are using broad match and someone goes to google and searches lawn mowing service your ad might show up for something like lawn aeration prices so essentially google is looking for any search that is even remotely related to your keyword so if somebody goes in and searches for lawn aeration prices that may match if somebody is using the broad match for lawn mowing services now next is phrase match phrase match is what i use the most often so this is ads may show on searches that include the meaning of your keyword so for somebody who is searching lawn mowing service you can see these three right here all very similar key keywords even if people use you know something like landscaping service to cut grass that's the same exact thing as somebody going in and searching for lawn mowing service so with phrase match you're getting and you're going to see down here moderate matching you're getting really good keywords and really good search terms that are going to match your keywords so you don't have to worry too much in the terms of broad match someone looking for lawn aeration prices might have no interest in the lawn mowing service they might just be looking for okay how much is this going to cost me i might do this three months from now when it's the spring or something like that so for broad match you're really leaving google in charge of your advertisements and when they're gonna show because they're gonna show for a ton of unrelated search terms now last but not least is exact match this is gonna be the most tight of all of them so lawn mowing service grass cutting service it's only going to show for the keyword that you entered and searches that are very close to the same meaning as your keyword so i the way i kind of look at it exact match is for really tight budgets phrase match for tight budgets and budgets that are a little bit larger and broad match is for companies that just have massive budgets and you just want to make sure you're spending a ton of money on google ads and you don't want to miss anything that is even remotely related to the keywords that you are targeting so for the most part i would say phrase match works the best for most businesses because that's going to give you the best of exact match the best of broad match and you're going to make sure that your keywords are really targeted towards search terms so step number two you want to create a list of landing pages for your google ads campaign so if you're not familiar with a landing page it's the page you send users after they click your ad so somebody clicks on your advertisement that's going to be the page that they see so coming back over here to my for my example for farmhouse goals if i'm using these different pages for my landing pages then what i would want to do is copy the link address for all of these different pages and you want to set up a spreadsheet that looks something like this so we paste our landing page url here our main keyword for each landing page so i have farmhouse betting and that will actually bring us to step three in our process here so list the main keyword for each landing page so as we do this what you want to do is come up with a list of landing pages where you plan on sending traffic to so my next one would be farmhouse throw blankets so we enter this as our landing page url our main keyword farmhouse throw blankets okay so then you would want to keep doing this for all the landing pages where you want to send traffic to and the way i kind of look at building a google ads campaign is i like to group create ad groups in my google ads campaign for the different landing pages where i'm planning on sending traffic if someone is looking for farmhouse throw blankets i don't want to send them to a page with a bunch of farmhouse bedding sets they're two completely different things even if they do seem related okay so i would keep doing this now for all these different landing pages here i could just do this with a couple of different examples so we'll just use bedding sets and farmhouse throw blankets now the other one i want to show you is quilts so we're going to copy that too because i'm going to use an example for quilts a little later on the video so we'll do farmhouse quilts okay so now we have three different landing pages where we're going to send traffic these to me all represent ad groups so the ad group would be farmhouse bedding farmhouse throw blankets farmhouse quilts so they're different ad groups where i want to create specific advertisements so i'm actually matching the advertisement with what people are typing in and looking for when they do go to google okay so next is going to be step four so if we come over here to step number four what you want to do next is expand your keyword list for each page using the google keyword planner now there's a couple other tools i want to go over as well and what i'm going to be doing is expanding my keyword list specifically for farmhouse quilts right now just to show you some different examples a couple other keyword tools that you can use keywordseverywhere.com completely free you can install it for chrome or firefox and the other one is keyword surfer it's surferseo.com keyword server extension i'll put all these links in the video description so you can easily find them and you can add this to chrome as well so once you've done that what you can do is do a search for farmhouse quilts or whatever your keyword is and when you do that search keyword surfer will actually show you the average estimated monthly search volume and it will show you the cost per click for google ads campaigns just so you get an idea of how much you need to bid for each click to your website so we do farmhouse quilts here using keywords everywhere if we scroll down you can find a ton of long tail keywords that you can also target for your campaign as well now the other thing we can do is if we come back over to the keyword planner all you need to do is enter that main keyword here so farmhouse quilts and we can click on get results and as we scroll down here now you can keep building your keyword plan so i can keep adding a bunch of these different keywords to my plan but what i like to do is look up using the keywords i provided so i did farmhouse quilts now this is where step five comes in so you can see this one right here sawyer mill betting so i'll copy this keyword so going to step five create an additional keyword list you can use for future seo and ppc efforts as you do your google ads keyword research you're gonna find your there's gonna be a lot of keywords where maybe you don't have a good landing page for so what i like to do is just say additional keywords over here and i'm gonna paste this first one here make sure it matches and we'll do a bottom border so we have additional keywords sawyer mill bedding so i don't want to tar target that specifically and send people to my farmhouse quilts page but if i do have sawyer mill betting products on my website then what i can potentially do is take advantage of 720 average monthly searches and send people to a page that just has sawyer mill betting for sale which is a specific type of betting so i'm not going to send that traffic to my quilts page what i would rather do is say let's do something like farmhouse quilts king we'll copy this keyword and we'll enter here for additional keyword now a couple others that i know so basically i'll just come here and do something like i'm in the wrong okay so basically i'll come here and say modern farmhouse quilts farmhouse quilt sets and i know there's vintage farmhouse quilts and you can find a lot of these keywords both using the google keyword planner so as i come down modern and vintage those are two that i saw so farmhouse quilts queen that's another one that i can target now you can see here sawyer mill patchwork quilt so that's another one there so you can find a bunch of these different keywords as you continue to build out your keyword list and it helps you as you even make pages just for search engine optimization or creating pages of content if i can create a page that lists a ton of different sawyer mill betting for sale there's a good chance i can get it to rank because it's not going to have the same level of competition as something like farmhouse bed spreads or something like farmhouse quilts where there's a ton of different people with great pages on their website that list those types of products so as we come down here we have farmhouse quilts queen so you can create this huge list of keywords and then as you're building your campaign or even after you publish your campaign if you just have this one keyword in here you can go back to your campaign and easily add these additional keywords so if i do come over here and i go into my existing campaign so this is a campaign that i have through google ads right now i'm basically just doing it i'm going to be using it for tutorials but you can see here i have an ad group farmhouse quilts if i click on it what you're going to see is i only have two keywords here farmhouse quilts and farmhouse quilt sets both phrase match keywords so let's just say i want to add a new keyword here so again this is where the quotes come in so if i just did something like farmhouse quilts this would be a broad match keyword because there's nothing around the keyword if i do quote farmhouse quilts it's now a phrase match keyword and if i do we'll do brackets farmhouse quilts this is going to be an exact match keyword so just so you know how to distinguish those different types of keywords i generally enter all my keywords with quotes so you can do what works best for you depending on your budget so you can also use the built-in keyword list over here so enter a related website enter your product or service so if i do farmhouse quilts click on enter you're gonna see a lot of the same keywords that we saw through the google keyword planner so it's another built-in keyword tool that you can use so i could say let's do farmhouse quilts king now farmhouse bedspreads that's something i can add over here to my additional keywords so farmhouse bed spreads come back over so we could do modern vintage farmhouse quilts queen so again you don't have to go through the process of coming up with these additional keywords i think this is helpful if you're creating a campaign with a ton of different ad groups and you just want want to kind of go through and find some of the best keywords but you can just use this built-in keyword tool here as well farmhouse style quilts you don't need a ton of different keywords because if you just have a phrase match of farmhouse quilts it should match all these keywords as well but it is helpful to kind of see performance for some of these different keywords and make sure you're not missing out on some of these popular searches as well farmhouse patchwork quilt farmhouse quilt bedding farmhouse star quilt king quilt so this is good for now what i would do is just put quotes around all these keywords okay so now we have quotes around all these keywords so what we can do is save and that will add all these keywords to this exists the existing ad group now the other thing that you're going to be able to see is within your ad group you can find search terms and you can also add those to your ad group as well so if i go into search terms this is going to give you a good example of how phrase match works so country quilts that is a search term or keyword that i am not targeting at all so within my keywords i was just targeting farmhouse quilts and farmhouse quilt sets in a phrase match so some of these different things farmhouse quilts king you can see i already have that country quilts i can take this and i can add this as a keyword if i don't want to target something like country quilts i can add it as a negative keyword so just another part of your keyword research if i want to add country quilts as an exact match that's something that i can do as well as we scroll down here you might see something like martha stewart farmhouse quilts so what i could do is click on this add martha stewart as a negative keyword because i don't know if i actually carry those products in my website and people who are searching for something specific in google are usually looking for exactly that and they're not going to find something different and say okay let me purchase this instead so if i do have a ton of martha stewart farmhouse quilts for sale then i can target this keyword if not i would rather just enter it as a negative altogether so hopefully all of that makes sense now if we come back over here and we come to our list of ad groups here you can see i have this farmhouse quilts ad group so just to give you an example of how i structure my campaigns if we come into the farmhouse quilts you can see the different keywords i have here if we go to ads and extensions you can see my ads completely match farmhouse quilts farmhouse quilt sets and there's a bunch of different headlines that can be put in there as well and if we come back here again to all my list of ad groups and let's just say we click on farmhouse comforters for example you can see some of the different keywords that i'm targeting here for this one i'm targeting rustic comforters as well and you can see these keywords will still drive conversions because rustic and farmhouse are essentially synonyms but what we can also do is just look at the ads and extensions real quick just so you can see so rustic comforter sets farmhouse comforter sets so my advertisements are going to be closely matching the different search terms that people are typing in and ultimately that's my goal when it comes to google ads create advertisements and use landing pages that are really going to match what people are looking for that's always been my goal with google ads now to finish off the video a couple of quick examples here let's just say for example your themeforest.net and you want to start running some advertisements for the different themes you have on your website if we come over to their menu you can see they have a ton of different even just under wordpress they have e-commerce themes they have mobile themes real estate retail technology wedding themes corporate themes so all of these different menu items have a ton of different drop down so if you're sending traffic to this website and let's just say for example i want to target people who are looking for shopify themes so i'm targeting shopify themes as my keyword i don't want to send people to this page right here i want to come into the e-commerce section over here and as we scroll down you can see shopify so if we click on that you're going to see shopify themes and templates so that's going to be the place where you want to send traffic to so if i go to google and i search shopify themes you can see at the very top there's an ad for shopify just matches exactly what i typed in not sure what the hyphens are if we come down here so themeforest.net 2021's best shopify themes now it is 2022 but this is still a really good advertisement overall professional and mobile commerce ready choose your theme and start selling today and then they have 45 000 plus wordpress themes templates from two dollars now these down here free e-commerce templates so not terrible but i'd rather have an advertisement that says free shopify themes web.com thousands of designs and free images easily online store website again this i would rather have something like best shopify themes because people are looking for exactly what they type in or something that will closely match that now the one last thing i want to go over is let's just say you're ahrefs you have this tool website traffic checker it's part of their overall tool for ahrefs and i'm saying i don't know what keywords are the best for this landing page what you can do is take the actual page itself and you can see the start trial right here i'm sure they probably use this as a landing page but if we take this page right here and we copy it and we come back over to the google keyword planner what you can actually do is we'll come back to the front page under discover new keywords you can start with a website and you can enter a specific page and you can either use your entire website so this is another way to kind of get started with what you want to promote problem is it's going to give you too many keywords in my opinion but what you can do is say i want to use only this page and i want to get results now using just a single page they gave me 382 keywords and they have keywords by relevance so it's giving me basically the best keywords that are going to most closely match this page so if i'm creating an ad group i can say okay let me target website traffic estimator see best free website traffic checker maybe i want to get rid of the word free and add that as a negative keyword so that people don't think that it's going to be a free tool and people who are looking for a free tool aren't going to click on our advertisement and just bounce immediately to look for a free tool site traffic checker website traffic analysis website visitor checker so you get all these different keywords that you can target within your ad group see in this specific ad group you could have hundreds of different keywords and they all go to that main landing page here so this is a great way to find additional keywords for your landing pages and you don't need to basically use single keyword ad groups so those were always a very popular thing with google ads but now you really don't have to focus on that i focus mainly on what landing page am i sending traffic to and what are the keywords that are gonna most closely match that landing page so these are some different ways to do google ads keyword research to come back over here just to summarize the video understanding google ads keyword matching i would highly highly recommend targeting phrase match keywords for the most part broad match keywords is going to lead to worse campaign performance and exact match keywords might limit your overall search volume now creating a list of landing pages that helps you understand where you want to drive traffic to what your main keywords and what your long tail keywords are for those landing pages then you want to list the main keyword for each landing page because that's the keyword that you can use to come up with a bunch of relevant long tail keywords again you don't need to target 100 keywords per ad group but it does help to have some different keywords just to make sure you're targeting everything expanding your keyword list for each page so as you go through you want to make sure you find all the best keywords for each page you can also find negative keywords for example that keyword free when people are looking up their website traffic for ahrefs that's something they can as add as a negative keyword to make sure you're just taking out that traffic altogether last but not least create an additional keyword list you don't necessarily have to do this but it's nice to kind of come over here and say okay here's a bunch of different additional keywords and i can use those to create content for those keywords and maybe eventually run advertisements to those pages down the line so if you have any questions about this please leave them in the comments section this is kind of my process for doing google ads keyword research and hopefully it's helpful as you create a google ads campaign thank you for watching my video today and make sure you subscribe to the surfside ppc youtube channel