5 Steps to Effective Google Ads Keyword Research

5 Steps to Effective Google Ads Keyword Research

Picture of Giulio Stella

Giulio Stella

Giulio Stella, Milan based SEO consultant at gstarseo.it (Italy). He loves SEO & digital marketing because it can help small businesses achieve big results. It’s not true, Italians don’t eat pasta every day

Carrying out a search to find Google Ads keywords is a fundamental step when we create a campaign on the platform, so extreme attention is required.Finding the right keywords in Google Ads is one way to maximize the chances of generating qualified conversions for your business.



In most cases this step is overlooked.


Account owners don’t do enough keyword research.


👉 Sometimes no analysis is carried out.


They simply purchase a single keyword that seems most relevant to them…


Regardless of the type of correspondence…


As a result, we end up with poorly optimized campaigns.


Campaigns that do not express their full potential.


▶ To avoid losing money and missing an opportunity, I wrote this article on keywordprofiler.com to help you maximise your chances of making you campaign more profitable. The idea is to clarify some themes and concepts related to the keywords.I am Giulio Stella, working at www.gstarseo.it in Milan as seo consultant and today I will also give you the steps to follow to perform effective Google Ads keyword research for your campaigns.


The goal is to position yourself on the keywords that will make the most sense for your business. Are you ready? 

1. Keywords in Google Ads

First, what is a keyword in Google Ads?


According to Google, I quote:


Keywords are words or phrases that help match your ads to the search terms people use.


Ok good, we have the definition.


👉 Now let’s focus on the concept of keyword match types in Google Ads.


When you purchase a keyword on Google like “travel to Tunisia,” Google asks you to specify a match level.


This is an important detail that I want you to understand because it will impact the results of your campaigns.

The keyword match score helps determine how much flexibility Google will have in serving your ad based on the user’s search query.


There are 3 types of keyword matching: broad correspondence, exact expression and exact keyword.



1.1 First of all the “broad question”

Broad match lets Google know that you’re shopping for a specific keyword that includes all of these variations.


For example, if you buy the broad match keyword “sports car”, your ad can be triggered if a person types “sports car” but also “racing car”, “fast racing car”, “high speed sports “. “.


👉 This match type can reveal relevant keywords to add to your campaigns.


However, the risk is to activate terms external to your business.




1.2 Second “Exact expression”

This type of match offers more control than “broad match”.


👉 Google always releases variations but they will be more similar to the original keyword.


Here Google will not deviate the meaning of the keyword.


Again with the “Sports car” example, Google could activate your ad if a person types the following query: “Ferrari sports car”, “Red sports car”, “Buy sports car”…




1.3 Third the “Exact Keyword”

Finally, the “Exact Keyword” match type gives you the most control over how your ads appear.


👉 In this case, Google activates the auction of your keyword if the Internet user searches for the exact term, including spelling errors or a very identical term.


For example, with “sports car”, Google can activate your ad if the Internet user searches for “sports car”, “sports cars” or “sports car”.


Once these notions have been integrated we can continue and answer the following question:


Is a keyword search in Google Ads the same as a search in SEO?

2. Difference between SEO keyword research and SEA keyword research

When you do SEO keyword research, you will tend to search for keywords that are relevant to your business.




And you will also analyze the difficulty of positioning yourself on this query.


A request is competitive when it is difficult for a newcomer to position itself among the first.

👉 Depending on your resources (financial, human, etc.) and your ambitions, you may seek to position yourself on keywords with medium or even low competitive intensity.


In general, a highly competitive SEO keyword has a high bid on Google Ads.


For example, the keyword “Credit redemption” has a Keyword Difficulty index (=level of difficulty in SEO) according to SEMrush of 60%.

And the estimated bid according to Google’s keyword planning tool is 20 euros.


But this is not always true.


▶ It is possible that the bid estimate for a keyword is expensive on Google Google but with a low Keyword Difficulty.


And the opposite is possible.


For example, the keyword “paris 19 locksmith” has a Keyword Difficulty index according to SEMrush of 22% while the estimated bid according to Google is 39 euros.

This is why there is a difference when doing your keyword research in Google Ads.

For a keyword analysis in SEA, you will not select your keywords based on the difficulty of positioning in the natural search results of the Google engine.


👉 On the contrary, you will make your decision to choose a keyword based on its relevance, its search volume and the estimate of its bid.


The concept of “relevance” will depend, among other things, on its research intention.


3. Search intentions

When analyzing keywords, it is essential to identify search intent.


But what is search intent?


The purpose of search intent is to determine why the user searched online.


There are different types of search.


It is important to distinguish them.

Let’s take the example of Paolo, an electronics salesman, who has been sleeping poorly for several months.


▶ To solve this problem, he decides to find leads on Google.


The latter typed these 4 types of queries into his search engine:


I sleep badly at night

Mattresses for better sleep

Foam mattress

BULTEX Foam mattress

Now let’s look in detail at each of the queries typed by Paolo.




3.1 Request number 1: I sleep poorly at night

When someone is trying to solve a problem in their search engine, they are trying to find answers to their questions.


Most of the time, she wants to determine the causes of her problems.


👉 At this stage, the person is looking for information.


She has no intention of buying anything.


In our example, the Internet user has problems sleeping at night.


The search results display blog articles that explain possible causes for having restless sleep at night:


Unsuitable lifestyle

Mattress quality

Consumption of certain foods



I sleep badly at night



3.2 Request number 2: Mattresses for better sleep

After reading several articles, Paolo realizes that his mattress, currently too old, is the source of the problem.


So he searches Google for “Mattresses for better sleep”.


👉 At this stage, he is looking for a solution to sleep better at night.


Mattresses for better sleep

This request is already more commercial.


Many players position themselves on this keyword in Google’s paid search results.


▶ Ads are present both in the “Search” section (the first 4 results are sponsored ads) and in Google Shopping (the ads are represented by the images on the right side).




3.3 Request number 3: Foam mattress

After learning about the different mattresses to sleep better, Paolo realizes that foam mattresses represent a good solution.


👉 He decides to carry out another search based solely on this type of mattress this time.


Foam mattress



3.4 Request number 4: BULTEX Foam mattress

During this research, Paolo learned a lot about the different types of mattresses.


He discovered a mattress brand that best suited his needs.


👉 During his fourth search, he specifies his query very well by naming the name of the brand he is interested in “Bultex” and the type of mattress desired “Foam mattress”.


In first position is the site of the mattress brand Bultex and then other sites which market this type of product


Bultex foam mattress 


To summarize, search intentions can have a different meaning depending on the Internet user’s purchasing journey.


👉 A person who searches for information to find solutions to their problem does not have the same purchasing intention as a person who searches for a specific product in the search engine.


This logic generally results in lower bid estimates for people looking for information.


While people who are ready to buy something and type queries with high purchase intent will see higher bid estimates.


👉 This is why if you have a very tight budget, I would tend to advise you to position yourself only on transactional requests.


However, if your budget allows it, I would recommend that you position yourself throughout the purchasing journey of your potential customer.


Depending on the queries and purchasing intentions, you will adapt your ad and your landing pages.

Now that we understand what is behind search intent, we will take a detailed look at the steps for keyword research.


4. First step: Define the semantic scope to analyze

If you need to carry out keyword research for your business or that of your client, you must first determine what the objective of the Search campaign is.


▶ You are not going to carry out keyword research just for fun by analyzing all the pages of an e-commerce site (which can have thousands of products).


You must find out what the purpose of the operation is in order to have a lead to exploit.


👉 Depending on your exchange with your client or your manager, you will then have a direction to follow.


To illustrate our example, let’s imagine that the digital marketing manager of Allianz uses our services to promote its scooter insurance offer.


Allianz offers several scooter insurance plans.


Its offer allows you to insure both a 50 cm3 or 125 cm3 scooter.


He wants to display his ads in Google search results to generate subscriptions to his insurance offer.

5. Step Two: How to Find Keywords

We know our goal: to promote the Allianz scooter insurance offer.


Now we can begin our keyword research.


There are several ways to do this.


5.1 First brainstorm

If you are carrying out keyword research on behalf of a client, organize a meeting (by preparing a questionnaire) to better understand their business and the offer they wish to promote.


If you’re creating a Search campaign internally, schedule a meeting with your team.


👉 During this meeting, you will be able to note several expressions or terms that keep coming back.


These exchange and sharing sessions are important.


The goal is to better understand the context.


Don’t miss this opportunity to find unexpected terms.




5.2 Secondly, take inspiration from the website

When you want to promote a specific service or product, take inspiration from the page on which the offer is present.


Normally an SEO consultant has done his job to optimize the web page.


👉 Therefore, you can make a list of the keywords found there.


Make a list in an Excel file or Google Sheet document.


To go further, you can ask your client to provide you with a report in Google Search Console of the page queries.

Ask them to take into account a more or less long period (6 to 12 months) and to add in the filter the URL of the page concerned. 


You’ll get valuable information: keyword ideas and the most successful terms.


5.3 Use keyword profiler for keyword research (Recommended method) 

One of the best ways to do keyword research is using keywordprofiler.com, a tool that empowers marketers and SEO professionals with a comprehensive suite of features designed to streamline and enhance the keyword research process. 

KeywordProfiler.com offers advanced semantic segmentation to refine and target your strategies effectively. Its user-friendly interface ensures seamless navigation, allowing users to effortlessly identify high-performing keywords that can drive organic traffic and boost website visibility


Let’s have a look here at our “scooter insurance example” from above.

scooter insurance

As we can see semantic segmentation, a key feature within KeywordProfiler.com that plays a pivotal role in elevating the precision of keyword research. 

This advanced tool goes beyond mere keyword identification by categorizing and segmenting keywords based on their semantic relationships. 


By employing semantic segmentation, users can delve into a more nuanced understanding of user intent and explore a myriad of related queries associated with their target keywords. This not only facilitates the discovery of long-tail keywords but also unveils valuable insights into the diverse ways users express their search queries. 

As a result, marketers can craft more targeted and relevant content that resonates with their audience, ultimately enhancing the website’s visibility and relevance in search engine results. In essence, the semantic segmentation feature of KeywordProfiler.com serves as a strategic compass, guiding marketers towards a holistic and comprehensive approach to keyword optimization

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