The Problem
Google Ads has gotten smarter. But if you think keywords are dead, think again.
With AI-driven campaigns like Performance Max and broad match automation, it’s tempting to skip the keyword research phase entirely. But that’s a mistake—because keywords still reveal intent. And intent is what Google uses to determine who sees your ads and how much you’ll pay.
Why It Matters
Keywords are more than words—they’re indicators of motivation. A user searching “emergency plumber near me” has a different need than someone searching “how to fix a leaky pipe.” Keyword Planner helps you see:
How often terms are searched
What people near you are actually looking for
The competitiveness (and cost) of those clicks
Even with AI, Google still needs a way to auction your ad in the right moment. Keywords help train that AI to know who you're best for.
How to Use the Keyword Planner (Basics)
Here’s how to get started:
Step 1: Open Google Ads > Tools > Keyword Planner
Step 2: Select “Discover new keywords”
Step 3: Enter a few seed phrases based on your service or niche
Step 4: Sort by Avg. Monthly Searches to find volume
Step 5: Use Top of Page Bid (High range) to estimate what your competitors are paying
Bonus tip: Use negative keywords to weed out irrelevant traffic (like “DIY” or “free”).
You still have work to do…
Even if your campaigns are on auto-pilot, you still need to train the system on what’s valuable. Keyword Planner helps you:
Spot high-converting search terms
Budget smartly by region or service
Improve ROI by targeting user intent
But Here’s What Most People Miss…
Google recently rolled out local targeting tools within Keyword Planner, which provide hyper-specific cost estimates based on ZIP code, city, or even neighborhood.
In the PRO version, I’ll show you how I utilize this feature to compare bids between crowded markets, such as New Jersey, and low-competition regions like rural Idaho, and how that changes your ad strategy entirely.
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