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How to use Google AdWords Keyword Planner for B2B Keyword Research?




Google AdWords Keyword Planner is an essential tool for digital marketers and website owners who want to get their website to rank high on search engines. Google Ads Keyword Planner is a good starting point to lay the foundation for an in-depth keyword strategy and to start defining your topic clusters, you can get insights into what keywords people are searching for, how often they search for them, and how competitive they are.

Here are some frequently asked questions about using Google AdWords Keyword Planner for b2b keyword research.




1. What is Google AdWords Keyword Planner?

Google AdWords Keyword Planner is a free keyword research tool offered by Google. It allows you to find and analyze keywords related to your website or business. It helps you identify the most effective keywords to target in your digital marketing campaigns, as well as understand the competition for those keywords.


With Google AdWords Keyword Planner, you can search for new keywords and see how many searches they receive each month, how competitive they are, and how much they cost per click. You can also use it to find keyword ideas based on your product, service, or landing page.


Here are the three most important things to know about Google AdWords Keyword Planner:


  1. It is a free keyword research tool offered by Google.

  2. It helps you find and analyze keywords related to your website or business.

  3. It provides valuable information such as search volume, competition, and cost per click for each keyword.


2. How do I access Google AdWords Keyword Planner?


To access Google AdWords Keyword Planner, you need a Google AdWords account. If you don't have an AdWords account, you can create one for free at https://ads.google.com. Any digital marketer should have this tool in their digital tool stack. Once you've signed into your account, go to the "Tools" section and click on "Keyword Planner."


3. How do I use Google AdWords Keyword Planner to find new keywords for B2B keyword research?



To find new keywords with Google AdWords Keyword Planner, follow these steps:

  1. Open the Keyword Planner tool.

  2. Click on the "Discover new keywords" option.

  3. Enter a word or phrase related to your business or website.

  4. Select your target language and location.

  5. Click "Get Results."

The tool will generate a list of keyword ideas based on your search term, along with information about search volume, competition, and cost per click for each keyword.


4. How do I use Google AdWords Keyword Planner to find keyword ideas based on my website?


To find keyword ideas based on your website, follow these steps:

  • Open the Keyword Planner tool.

  • Click on the "Find new keywords" option.

  • Enter your website's URL.

  • Click "Get Results."

  • Select the keywords that you want to add to a plan.


5. How do I use Google AdWords Keyword Planner to analyze keyword performance?


To analyze keyword performance with Google AdWords Keyword Planner, follow these steps:

  • Open the Keyword Planner tool.

  • Click on the "Get search volume and forecasts" you created.

  • Enter a particular keyword, a list of keywords or even upload a CSV file.


The tool will generate data on the performance of the keyword, including its average monthly search volume, competition level, and cost per click.


6. How do I use Google AdWords Keyword Planner to identify negative keywords for my B2B campaign?

As a digital marketer, you probably know how important it is to optimize your Google Ads campaigns to maximize your return on investment (ROI). One of the best ways to do this is by using negative keywords.


Negative keywords are a type of keyword that tells Google not to show your ads for certain search terms. By using negative keywords, you can prevent your ads from showing to people who are not interested in your product or service, which can help you save money and increase your ROI.


Here's a step-by-step guide on how to effectively use negative keywords in your Google Ads campaigns:


Step 1: Identify Negative Keywords


The first step is to identify negative keywords. This involves brainstorming all the keywords that are related to your product or service but are not relevant to your business.


For example, if you're selling high-end watches, you might want to exclude keywords like "cheap watches" or "discount watches". These are search terms that people who are looking for affordable watches might use, but they are not interested in high-end watches.


Step 2: Analyze Search Terms


The next step is to analyze your search terms report to see which search terms triggered your ads. This report shows you which search terms people used to find your ads and which of those search terms resulted in clicks or conversions.


Look for search terms that are not relevant to your business and add them to your negative keywords list. This will help you exclude those search terms from triggering your ads in the future.


Step 3: Use Broad Match Modifier


To make sure you're not excluding too many search terms, use the broad match modifier when adding negative keywords. This will exclude search terms that are irrelevant to your business but will still show your ads for search terms that are similar to your negative keywords.


For example, if you add "cheap watches" as a negative keyword with the broad match modifier, your ads will still show for search terms like "high-quality watches" or "expensive watches".


Step 4: Regularly Review and Update Negative Keywords


Finally, regularly review and update your negative keywords list to ensure it's up-to-date and relevant. As your business evolves, you may need to add or remove negative keywords to ensure you're not wasting ad spend on irrelevant searches.


By effectively using negative keywords, you can save money and increase your ROI in your Google Ads campaigns. Make sure to regularly review and update your negative keywords list to ensure it's always up-to-date and relevant. Remember to use the broad match modifier to avoid excluding too many search terms.


7. How do I use Google AdWords Keyword Planner to create a B2B keyword plan?


Select the keywords and then click "Add keywords" to create keyword plan.



To create a keyword plan with Google AdWords Keyword Planner, check some of these examples:

  • Brainstorm keyword ideas and common long-tail question variations with volume estimates. Enter a seed keyword such as "digital marketing consultant to see suggested searches and questions containing that term. Sort by lowest volume and low keyword difficulty to surface more long-tail varieties.

  • Filter keyword suggestions quickly to remove unrelated brand/niche terms. Click the "Refine Keywords" on the right and select filters like "Brand" and "Style" to eliminate brand names or shoe styles not relevant to your catalog offerings. This removes distracting variants.

  • Compare monthly search ranges across locations to inform geo-targeted content. Change your location targeting, for example to target New York versus the whole United States. You will see very different average monthly search volumes, informing decisions around localized content development. Can compare at a city or even zip code level.

  • Identify rising year-over-year search trends to create content around pre-spike topics. Sort keywords by the "Yearly Searches" column. Look for high percentages of acceleration to identify rising queries to build content around before competition spikes. Be ready to rank for topics starting to gain serious search traction.

  • See keywords competitors currently target by analyzing their website pages. Instead of a generic keyword, input a competitor's product URL. Keyword Planner will show you terms that specific page is already ranking for. Gives ideas for gaps or tactics to emulate based on their success targeting certain terms.

  • Project estimated campaign performance for budget planning using manual bid adjustments. Use the integrated campaign forecasting tool to see how changing your manual CPC bids impacts estimated clicks, costs and other metrics. Models future performance based on factors you define, aiding pre-launch planning.

Let me know if you need any clarification or additional examples for how to execute on these key Google Keyword Planner use cases.


Google AdWords Keyword Planner is a valuable tool for anyone looking to improve their website's search engine rankings or plan your paid media keyword strategy. With this tool, you can find new b2b keywords, analyze keyword performance, and create a keyword plan to guide your digital marketing campaigns. By following the steps outlined above, you can use Google AdWords Keyword Planner to conduct effective keyword research and use it as a starting point to build out a comprehensive keyword strategy.


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