How to Use Google Keyword Planner for Paid Traffic Campaigns
When it comes to search-based paid traffic—especially on Google Ads—choosing the right keywords is the foundation of your campaign’s success. And for that, Google’s Keyword Planner is your best friend.
Whether you’re targeting cold traffic, running remarketing, or building your first search campaign, this free tool helps you understand how people search, how much it will cost, and how competitive each keyword is.
In this article, you’ll learn how to use Google Keyword Planner step-by-step and apply it effectively to your paid traffic strategy.
What Is Google Keyword Planner?
Google Keyword Planner is a free tool inside Google Ads that helps advertisers:
- Discover new keyword ideas
- See average monthly search volume
- Understand competition level for each keyword
- View estimated cost-per-click (CPC)
- Plan campaigns based on real search data
It’s designed for advertisers, but also useful for SEO and content strategy.
Step 1: Access Keyword Planner
To access the tool:
- Go to ads.google.com
- Log in (or create a Google Ads account—no ad spend needed)
- Click on Tools & Settings (🔧)
- Under Planning, choose Keyword Planner
You’ll see two options:
- 🔍 Discover new keywords
- 📊 Get search volume and forecasts
You’ll use both depending on your campaign stage.
Step 2: Discover New Keywords
Click on “Discover new keywords.” Enter a topic, product, service, or landing page.
Example:
Let’s say you’re running Google Ads for an online course on digital marketing. Type:
- “digital marketing course”
- “learn online marketing”
- or enter the URL of your course landing page
Then click “Get Results.”
What You’ll See:
| Column | What It Means |
|---|---|
| Keyword | Related search term |
| Avg. Monthly Searches | Search volume range |
| Competition | Low / Medium / High (for paid ads) |
| Top of Page Bid (Low / High Range) | Estimated CPC |
This data tells you which keywords are popular, competitive, and expensive—and helps you decide where to focus.
Step 3: Filter and Sort the Results
Use filters to narrow your list:
- Location: Choose your target country or region
- Language: Set the campaign language
- Negative keywords: Exclude irrelevant searches
- Competition: Start with low to medium for better entry-level opportunities
- Keyword text filter: Only show keywords containing specific words
You can sort by:
- Highest to lowest search volume
- Lowest to highest CPC
- Alphabetically
This helps you focus on high-volume, low-cost, relevant terms—the sweet spot for beginners.
Step 4: Create Keyword Groups (Themes)
Don’t just target individual keywords. Organize them into ad groups based on common themes.
Example:
For a course business, group like this:
- Digital Marketing Course
- digital marketing course online
- best marketing course 2025
- learn digital marketing
- SEO Learning
- seo course for beginners
- how to learn seo
- google seo training
Each group gets its own ad set and relevant ad copy.
Step 5: Use “Get Forecasts” for Budget Planning
Click “Get search volume and forecasts.” Paste a list of keywords, and the tool will give you:
- Impressions
- Clicks
- Estimated costs
- CPC estimates
- CTR forecasts
- Conversions (if set up)
This helps you simulate campaign performance before spending a dollar.
💡 Tip: Test forecasts for different geographies and devices.
Step 6: Export or Save Your Keywords
Once you’ve built your list, you can:
- Download as a CSV file
- Save it to a Google Ads plan
- Copy/paste into your campaign builder
Use it to build your ad sets manually or with Google’s keyword import tools.
Step 7: Apply to Real Campaigns
Once you have your keyword list:
- Go to Google Ads
- Create a new Search campaign
- Choose your goal (leads, sales, website traffic)
- Set up ad groups with your keyword themes
- Write ads using keywords in the headline + description
Match the search intent of the keyword with your ad copy and landing page.
Bonus: Smart Tips for Using Keyword Planner Effectively
✅ Use long-tail keywords (“best digital marketing course for beginners”)
✅ Avoid super broad terms unless your budget is large
✅ Track trends by switching to “historical metrics”
✅ Use landing page URLs to generate keyword ideas
✅ Regularly check for new keyword opportunities as your campaign runs
✅ Combine Keyword Planner with Google Trends to spot seasonal shifts
Common Mistakes to Avoid
🚫 Choosing keywords with no intent to convert
🚫 Ignoring competition and bidding too high too early
🚫 Overstuffing too many keywords in one ad group
🚫 Not using negative keywords to block irrelevant traffic
🚫 Copying the list without adapting it to your offer and audience
Keyword Planner = Campaign Clarity
Google Keyword Planner isn’t just a tool—it’s your campaign compass. It helps you plan smart, spend wisely, and build ads that align with what people are already searching for.
Let the data lead your strategy. Keywords don’t lie—they tell you what your market wants.
