Table of contents

    If the icon in the upper right corner of your Google Ads account is named “Settings”, you are using Smart Mode. If the icon is named “Tools and Settings,” you are using Expert Mode. Depending on which mode you use, the way you use Google Ads will be slightly different. Since most new users have a Google Ads account in Smart Mode, it’s worth checking this setting on your account.

    Expert mode offers a full range of Google Ads features and campaign types. It gives advertisers more control over rate-setting strategies, but it also requires more complex management. Therefore, we recommend this mode to more advanced marketers and advertisers. If you find that this mode is beyond your capabilities, or you need support in running your marketing campaigns, you can enlist the help of marketing agency

    The Google Ads Keyword Planner is a useful tool for those involved in creating and managing ads in various advertising systems. It allows you to better understand the needs of users and choose the right keywords to reach the right audience. It also allows you to see what keywords are most often used by your competitors, which allows you to better plan your advertising efforts.


    Keywords are phrases or phrases that are typed in by users on search engines to find specific information. A keyword planner is an essential tool for marketers because it not only gives insight into what users are looking for, but also how they are looking for it.

    The keyword planner works as follows: first, enter the keywords you are interested in into it. The tool then analyzes them and displays a list of similar keywords that may also be useful. We can also check how popular the keywords are and how many people type them into search engines per month, as well as the average cost per click for a given word.

    Using a keyword planner also has other advantages. It allows us to better understand the needs of users and their mindset. With the help of the planner, we will check what specific phrases users type into the search engine. Sometimes even the chronology of words can make a difference in interpreting user intent. It may turn out that even such simple correlations as key phrase construction at the subject-verb level are crucial in understanding users’ needs. The planner also allows you to get information on long-tail phrases (a long-tail phrase, i.e. an extended phrase, usually consisting of 3 or more words) and question phrases. It will also help you add keyword exclusions to your campaigns even at the planning stage, so you won’t burn through your advertising budget, get better results, which in the end will translate into getting better results and increasing sales. If you are wondering which keyword phrases to use in your campaign, you can read about it in the article “Choosing keyword phrases in search network campaigns“.

    In addition, the keyword planner also allows us to better understand the competition. It allows us to see what keywords are most commonly used by our competitors and what actions they are taking to achieve better search engine results. This allows us to better plan our activities and reach our audience more effectively. For example, we can display ads for keywords that our competitors omit from their efforts, or use such keyword matches that other advertisers have missed. By using such phrases, you will effectively lower the cost of your campaign by reducing the CPC (cost per click). You can read about other ways to lower these costs in the article titled. “How to reduce CPC cost“.

    How to effectively use Google Ads keyword planner? 

    Start by going to the “Discover new keywords” tab. Here you can choose to search for phrases based on your website address or based on specific keywords. The first way will allow you to quickly research keywords found on any website. You can use the address of your site for this, or paste the address of a competitor’s site for inspiration. The second way also allows you to hypothetically analyze keywords that are not necessarily used on any pages. After typing in up to ten keyword phrases, just click “view results” to get an in-depth analysis of the phrases we’ve thrown in.

    Although you can paste up to 10 keywords at a time, I recommend focusing on one keyword per search. This will allow you to analyze them in more detail, which will then translate into your decisions on choosing words for your campaigns. 

    You can try entering general keyword phrases, then you will get a sizable number of phrases with varying degrees of competitiveness. If you don’t know where to start, just enter any keyword, topic, or key phrase from your industry. These can be branded words, or ones you use in Google Ads campaigns.

    Keyword Forecast

    Planner also allows you to perform so-called keyword forecasts. The plan forecast shows how many conversions, clicks or impressions you can presumably get with the selected keywords at a given level of spending. The forecast is available on the “Forecasts” page of the plan. It includes the keywords you submitted in the “Explore Search Numbers & Forecasts” section or added on the “Keyword Suggestions” page. The keyword forecast includes: Prediction of optimal performance of all keywords based on your specified spending.

    To change the data covered by the forecast, click “Conversions” or “Clicks”. This feature is available when you enable conversion tracking in your account. If you don’t already have conversions set up, we recommend doing so before you enable your campaigns, as it will allow you to accurately assess the effectiveness of your campaigns.

    Rate per keyword based on the “Maximize clicks” rate-setting strategy. Change the amount in the “Average Daily Budget” column to see how these estimates change.

    Click rate estimates.

    Ad groups to which keywords will be added in the new campaign once the plan is implemented.

    Date range forecasts. You can check any selected period.

    When making a forecast, remember that the data obtained with it is only an estimate and does not necessarily reflect the actual results that the campaigns in your account will manage to generate. Take allowance for the generated data, treating it as a guideline, but not an oracle in your operations.

    Correct keywords will help you advertise effectively on the search network and Google search. A good list of keywords translates into campaign results, and in times when every click counts, it is worthwhile to support yourself with all methods. With the planner, you will select keywords and learn about niche keywords, find out the average monthly number of searches, build a list of phrases in terms of search engines. You will also check historical data, learn the projected effectiveness and recommended daily budget. This free tool you can use is also available in English and other various languages. 

    Let's talk!

    Krystian Karasiński
    Krystian Karasiński

    Marketing strategist and SEM specialist with experience in team management. He has been involved in performance marketing for several years. His favorite area of interest is data analysis.