How To Do a Profitable Keyword Research for Google Ads

Google Ads is one of the most known advertising platforms that performance marketeers use to drive traffic and increase conversions. It offers many possibilities, which you can tailor to your consumers needs. However, there is much to keep in mind when handling campaigns. Keyword Research is one of the initial steps since it lays the foundation for most of the future actions you take and the performance of your campaigns. And a house without a stable base is bound to crumble down.

What you need to consider when doing a Keyword Research for Food Products

In order to find out what your potential customer is looking for, you want to know how they use the search field of Google Search. You will sometimes get interesting results how people talk to the search engine: It can range from questions to descriptions of problems or to answers themselves. After all, not all people are looking to buy products straight away. Some are only looking to get answers to problems that they have, that a product or service can solve. Others are not even aware that potential problems exist on their end, that can be fixed.

For example, you are a food advertising company and would like to sell vegan milkshakes. You have probably come up with your own food advertising keywords like: "buy vegan milkshakes" and other similar ones. This only represents the end of the buyers funnel though, where people are ready to purchase products. There are also people searching for information about how vegan milkshakes improve their health. If your website has a blog section and you also want to reach people in the awareness phase in order to create a first touchpoint with your brand, then it would be a great idea to add other keywords like “nutrients in vegan milkshakes” to a separate Google Ads group linking to the informative article. That way you give those people what they need (information in this case) and you may generate valuable leads or conversions, once the visitor got in contact with your brand and returns to you because your brand managed to convince during the awareness and consideration phase. That is why it is highly important to structure all the keywords you want to use into ad groups according to your goals, landing pages and the different stages of the marketing funnel.

Using the Google Ads Keyword Planner

As the title suggests, you will find this tool in your Google Ads account and with it, you have the possibility to generate and test keywords for your campaigns. You can for example enter your webpage address, your competitors websites and keywords you come up with on your own in order to get data and information about possible keywords to use for your campaigns.

You will be presented with keyword ideas including data columns like average searches per month, a competition value and the highest as well as the lowest possible CPCs. You do not need to worry about the accuracy of those columns too much as they can differ significantly when your campaign is live, because there are some more factors of how your keywords will perform, like your quality score for example. Since you will get hundreds of keyword ideas, it would be a good idea to sort the keyword ideas according to the search volume with the filter tool inside the keyword planner. Even though the numbers are not exact, they still indicate which keyword is being searched more, compared to other keywords inside this list. Be aware that very generic keywords with a high search volume might have a lot of competition and might be more expensive. Make sure you do not forget to select the right location, the language and search networks settings inside the planner, so you only get the lists from areas, you want to advertise in.

Use Google Trends, to discover new ideas, trends and seasonalities

This free tool allows you to show a graph of how "trendy" certain keywords are. This is helpful, as you can adjust your Google Ads campaigns accordingly. For example: You might be offering healthy sports drinks in your product range. If you type in "healthy sports drinks" in Google Trends, a graph will show up and tell you how popular this search term is. This is not to be confused with search volume. Above the graph, you can also set the appropriate settings for location, category and search network. Another option that is important to look at, is the timeframe because if you change it to the last 5 years, you can find out peaks and lows for that time. As an example, you might notice how "healthy sports drinks" have their lows in the summer and peaks at every new year. This might indicate, that people tend to look for those sorts of drinks more at the beginning of the year because there is a sizable amount going to the gym as their new year's resolution. With this kind of assumption, you can increase your bids or have sales campaigns which only show during that specific time of the year, etc. in order to profit from this keyword popularity. You can also compare multiple search terms in popularity to see which of your potential keywords is searched for the most.

Other free keyword tools you can utilize

There are plenty of paid keyword tools, you can use in order to expand your keyword list however, we will mention a few free versions for you here.

Tools like Ubersuggest, and other free tools offer you loads of new ideas, even if the free versions limit you to certain extents when it comes down to how many keywords you are allowed to be shown.

Google Search allows you to have another good free source at hand. By typing in your keywords some other possible search queries and long tail keywords are presented to you (longtail keywords with more than 3 words are most likely cheaper as they might have less competition and search volumes). With keywords like "vegan food", you might get certain queries like "vegan food near me". Another part to look at is at the bottom of Google Searches, you find the related searches, to your heart's content.

Lastly, is a collection of many search engines, where you can get results from one keyword you type into the search box.

15-20 keywords are enough to set up your initial ad group. The later keyword optimizations for your campaigns with actual clicks are then a significant part of keyword research, because with the abundance of actual new search queries on a daily basis, you get a lot of input to enhance your campaigns with new keywords.


All in all, when you do your keyword research, you have to make sure that you know, what you would like to achieve with your campaigns, so set your goals first. Then you conduct your research. The key thing to remember is to just collect all keywords into a list. After that you can start filtering out what is most important to your campaign with the time and budget you have at your disposal.

If you have any questions about keyword researching, need some external input or have simply no idea where to start – we are happy to help you out. Send us your e-mail request to and we will get in touch!

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