Many advertisers struggle to turn keyword research into actionable PPC strategies. Here's a simple breakdown of how to carry out keyword research with clarity, structure, and purpose, especially if Google Keyword Planner feels limiting:
1. Start With Search Intent, Not Just Volume
Use tools like AnswerThePublic, AlsoAsked, or Reddit/Quora threads to understand what real users are searching for. Don’t just chase high-volume terms—focus on buyer intent.
2. Use Multiple Tools for a Broader View
Since Google Keyword Planner lacks intent filtering, combine it with:
- Ubersuggest (for clusters & long-tail variations)
- Semrush/Ahrefs (for SERP competition insights)
- KeywordTool.io (for platform-specific intent, like Amazon, YouTube, etc.)
3. Build Keyword Buckets by Funnel Stage
- Group keywords into 3 categories:
- TOFU (Top of Funnel) – Informational, low intent (e.g., “what is CRM”)
- MOFU (Middle) – Comparative (e.g., “HubSpot vs Zoho”)
- BOFU (Bottom) – High intent (e.g., “buy CRM software now”)
This helps you tailor your ads and match types better.
4. Match Type Strategy Simplified
- Exact Match: Use on proven BOFU keywords with high conversion rates.
- Phrase Match: Use for MOFU keywords to test variations while staying relevant.
- Broad Match (with caution): Use with tight negative keywords, mostly for TOFU or discovery.
5. Weekly Search Term Analysis (The Goldmine)
- Every week, go to your Search Terms Report, and:
- Add high-converting queries as exact or phrase keywords.
- Add irrelevant ones as negative keywords to cut waste.
- Look for new trends that weren’t in your original list.
