Google Keyword planner

You can find the Google Keyword Planner in the Tools menu under ads.google.com/KeywordPlanner.

Open it right away and try to find the search for a few different keywords to understand how it works.

There are 2 main things to do in the tool. To get started, select the first one – Find keywords.

Enter keywords into the Keyword Planner

Just fill in the keyword for which you want more specific ideas. However, you can fill in more or more, get more suggestions, or compare which of the words you are looking for.

Click Get started to see suggestions. Be sure to check your targeting at the very top of the screen above your keywords. In order to get ideas relevant to your planned campaign, it should match your campaign’s targeting. For example, Regions: Czech Republic and Language: Czech.

Search volume trends
In the first section, you’ll see a bar graph of monthly search volume over the past year. This shows you when the keyword has a season. The blue bar shows the overall search, the red bar only the mobile. Or, click Search Volume Trends to see a pie chart of searches by device or location.

Note that the graph is 12 months by default, it does not start with January, but with the current month (last year).

Trends in Keyword Planner

From the graph I see that the models of seasonal cars do not suffer too much – the only season with slightly increased search volume is the Christmas.

Keyword Planner keyword ideas

In the next section, you can see specific words and additional information on the line:

Average monthly searches (because it’s an average, it’s a good idea to look at the graph so you aren’t surprised that search is much lower)
graph of the evolution of search
competition – high, medium or low,
Ad impression share – If you start with, this will be blank, only if you are already running an ad from this account,
Top of page bid – Lower and higher range of what advertisers have historically viewed for this keyword (in top positions)
For example, Keyword Planner’s suggestions show the high demand for RC models that are not relevant to us, so I know right away that I want to exclude the word “RC”.