Using Google Keyword Planner to Discover High-Intent Keywords
Google Keyword Planner is more than a volume lookup tool. When you use it correctly, it helps you uncover intent, control spend, and design cleaner Google Ads structures.
This spoke page walks you through a practical, repeatable process for using Keyword Planner. You will learn how to find high-intent phrases, filter noise, group keywords by intent, and prepare them for campaigns.
This page supports the keyword strategy cluster, Mastering Google Ads Keyword Strategy, and connects back to the main hub, Google Ads: Ultimate Guide to Strategy, Setup, and Optimization for 2025.
URL strategy: keep it focused — https://infinitemediaresources.com/google-ads/keyword-strategy/keyword-planner/ — and position this page as the Keyword Planner spoke inside the keyword strategy cluster.
What You Will Learn Using Google Keyword Planner
This page shows how to use Keyword Planner strategically. You will learn how to move beyond raw volume and focus on intent signals.
You will also learn how to group keywords correctly. Therefore, your campaigns launch with cleaner structure and better control.
What Google Keyword Planner Is and Is Not
Keyword Planner is a forecasting and planning tool. It estimates search demand, competition level, and cost ranges.
However, it is not a prediction engine. Volumes are averages. Competition reflects advertiser density, not difficulty.
Google explains this directly in its Keyword Planner documentation. Therefore, you should treat the data as directional, not absolute.
How to Access Google Keyword Planner
To access Keyword Planner, you need a Google Ads account. You do not need active campaigns.
Steps:
- Sign in to Google Ads
- Click Tools and Settings
- Select Keyword Planner
- Choose “Discover new keywords” or “Get search volume and forecasts”
Google outlines access steps in its Keyword Planner access guide.
A Step-by-Step Keyword Discovery Workflow
Step 1: Start With Core Services or Offers
Begin with what you sell. Enter service phrases, product names, or problem-based queries.
This approach anchors discovery in business value. Therefore, you avoid vanity keywords.
Step 2: Use Website Seeding Carefully
You can seed using a URL. However, only do this if the page is focused.
If the page is broad, Planner returns mixed intent. Therefore, keyword lists become noisy.
Step 3: Expand With Suggested Ideas
Review keyword ideas. Sort by relevance first. Then review volume and competition.
Skip ideas that describe research intent when you need buyers. Therefore, your list stays tight.
How to Identify High-Intent Keywords
High-intent keywords usually signal action. They include modifiers like “services,” “near me,” “pricing,” or “company.”
Informational terms signal learning. They still matter, yet they belong in content or top-of-funnel campaigns.
Therefore, you should tag keywords by intent. This step helps later grouping and bidding decisions.
Google’s own campaign planning guidance reinforces this intent-first approach.
Using Volume and Cost Data Correctly
Volume shows potential reach. Cost shows advertiser demand. Neither guarantees conversions.
High cost often signals strong competition. However, it can also signal strong buyer intent.
Therefore, you should compare cost and intent together. Avoid choosing keywords only because volume looks attractive.
Grouping Keywords Into Clean Themes
Keyword grouping happens outside the Planner. Export results and organize them manually.
Group by:
- Shared intent
- Similar language patterns
- Matching landing page promise
Each group should support one ad group. Therefore, ads stay relevant and Quality Score improves.
This grouping approach aligns with Google’s account structure best practices.
Finding Negative Keywords Early
Keyword Planner reveals poor fits early. Watch for words that signal jobs, education, or unrelated industries.
Add these terms to a negative list before launch. Therefore, you prevent waste from day one.
Common Google Keyword Planner Mistakes
These mistakes cause wasted budget:
- Choosing keywords based on volume alone
- Ignoring intent modifiers
- Launching without grouping
- Skipping negative keyword review
- Trusting volume ranges as exact numbers
Body Reinforcement: Why Keyword Planner Still Matters
When used correctly, Keyword Planner supports strong foundations.
- You discover demand aligned with revenue.
- You avoid irrelevant traffic early.
- You group keywords with intent clarity.
- You plan budgets with realistic expectations.
- You support better ad relevance.
- You improve Quality Score signals.
- You reduce wasted testing cycles.
Common Questions About Google Keyword Planner
Is Keyword Planner free?
Yes. You only need a Google Ads account. Active spend is not required.
Are volumes exact?
No. They are estimates. Therefore, treat them as directional guidance.
Can I use Keyword Planner for SEO?
Yes. However, pair it with SEO tools for deeper organic insights.
Should I trust competition scores?
Competition reflects advertisers, not ranking difficulty. Use it carefully.
Next Steps: Turn Planner Data Into Campaigns
Now you can turn research into structure. First, group keywords by intent. Then connect each group to ad copy and landing pages.
Next, continue through the keyword strategy cluster:
Return to the keyword strategy cluster
Or return to the full hub:
